Nearly two-thirds of UK consumers feel sustainability is more important to them than it was two years ago, with 30% saying this was because of personally being impacted by extreme weather events, new research reveals.
NielsenIQ’s latest study – The Changing Climate of Sustainability – shows global consumers say that cost (41%), access (35%), and a lack of clarity (26%) stop them from adopting more sustainable lifestyles.
In addition, the study reveals:
- 55% of UK consumers say living sustainably is important for society and they try to make sustainable choices when they can.
- 18% say sustainability is an important priority in their daily lives.
- 22% find it difficult to shop for grocery products in a sustainable way, a more significant figure than five years ago (16%).
- 30% are less likely to stop buying if a brand is found guilty of greenwashing.
Nicole Corbett, Vice-President Global Thought Leadership at NielsenIQ, said: “Consumers around the globe are more committed to sustainability but have found it difficult to make daily decisions that create real impact. They want help to live and consume in a sustainable way that aligns with other daily pressures. It’s critical to note that they also think that the responsibility to lead sustainability lies with retailers and manufacturers.
“Unfortunately, examples of greenwashing and inaction mean they have varying levels of trust in these parties to deliver. We are now at a tipping point, where companies that have been proactive and genuine about climate action will be at a massive advantage as industries scramble to meet requirements and mandated sustainable efforts.”
