Consumers have sustainability on their minds and are willing to pay more for it

New Ideas in MarketingEssential news for marketers, summarised by YouGov
December 17, 2021, 2:24 PM UTC

One out of three shoppers notice retailers and manufacturers taking sustainability efforts

According to research data from Acosta, sustainability is set to become the cornerstone for customers and their purchase decisions. About 59% of shoppers now prioritise living more environmentally conscious lifestyles. Four in 10 customers are more concerned about sustainability than before the COVID-19 pandemic.

Similarly, 60% of customers are particular about product packaging and its environmental impact. 80% of respondents prioritise reducing, reusing and recycling products. Older shoppers from the Boomer generation are more likely to recycle, while Gen Z and Millennials are likely to modify their buying habits.

Consumers are also willing to pay more for sustainable products. 81% of customers will pay more for plant-based meat alternatives, followed by sustainable options for beauty and personal care items (80%).

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