Shoppers prefer sustainable products, while retailers think it’s the brand name

New Ideas in MarketingEssential news for marketers, summarised by YouGov
January 24, 2022, 10:24 AM GMT+0

First Insight’s recent report found that 72% of consumers consider sustainability in purchasing decisions.

Retailers need to pay attention to consumers' sustainability preferences, as it can bolster authenticity, loyalty, and revenue. Two-thirds of consumers would pay more for sustainable items. Whereas two-thirds of retailers believe consumers are not willing to pay more for sustainable brands.

Three-quarters of consumers prioritise product sustainability over the brand name, while 94% of retailers believe brand name is more valuable to customers. Retailers believe brand-operated resale/re-commerce programs are the least popular type of sustainable purchasing format.

However, 41% of consumers reported shopping from brand resale/re-commerce programs. 54% of consumers shop resale because they care about the environment and want sustainable or circular shopping. While 100% of retail executives say customers rank them low on transparency, 59% consumers think retailers are adequately transparent.

Discover the top organisations in your market and industry that have customers buzzing using YouGov BrandRankings.

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