US consumers feel the onus of ensuring sustainability on retailers, not individuals

New Ideas in MarketingEssential news for marketers, summarised by YouGov
March 24, 2022, 3:42 AM GMT+0

Nearly 90% of consumers feel retailers are falling short of effectively showcasing sustainability efforts.

According to a Johnson Controls survey, 49% of US consumers believe that the responsibility for implementing sustainable practices falls on corporations and retailers, not on individuals or government regulators. More than 90% of consumers want retailers to continue improving environmental performance and energy management in their stores.

About 62% of respondents want retailers to switch to sustainable packaging alternatives. For 54% of them, retailers can function more sustainably by enhancing inventory intelligence to target issues like overstock and wasted goods.

The survey also found that 53% of respondents claim to shop from a brand or store less frequently if the latter was not operating sustainably and 18% of them would completely stop purchasing from such brands. Moreover, 70% of consumers are also willing to pay at least 5% more for products that can demonstrate a completely sustainable supply chain.

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