The Rise of Sustainable Consumers and How to Market to Them

Understanding UK consumer attitudes towards sustainability

The desire to live more sustainably is gaining popularity in the UK for many reasons, not all of which are within consumers’ control. For example, the cost of living crisis is causing people to adopt more sustainable practices, from lowering energy consumption to buying longer-lasting products. Another influencing factor that many feel outside of their control is the future of the planet, with nearly half (44%) of Brits citing it as a cause for concern, and almost one in three (28%) describing climate change as a source of anxiety.

In this light, sustainability presents itself as a way for people to take some control over situations in which they feel powerless, such as in the face of rising energy bills and ongoing environmental crises. There’s also an increased understanding of exactly how many things contribute to our carbon footprints and in response, one in four Brits are now doing everything in their power to reduce theirs. 

Whatever the reason, 20% of consumers are now aiming to prioritise sustainable brands for their future purchases. This means there’s huge potential for brands to improve their sustainability, and garner the attention of a huge segment of the UK. 

Products people are most likely to buy from sustainable brands

Looking at the areas where people are most likely to shop sustainably, the most popular category is food, with 38% of people saying they’re likely to buy from sustainable brands within the food industry. Concerns about sustainability and food often go hand in hand, as food production utilises huge amounts of water and energy, and is the cause of lots of waste.

After food, clothing was the second most popular sustainable purchase (34%). As people become more aware of the perils of fast fashion, including the waste it causes and how it exploits workers. They’re starting to seek sustainable alternatives not only to cause less harm to the planet but with the intention of getting longer wear out of their clothes.

It’s interesting to note that, while the difference in numbers isn’t vast, non-binary people (44%) and women (32%) are more likely to buy clothing from sustainable brands than men (32%). When it comes to cosmetics, the numbers are the same for non-binary people and women, but we see a drop to only 20% of men. However, when it comes to drinks, men are more likely to frequent sustainable brands than women, (16% vs 11%).

The impact of age on sustainable product choices

Age is also a contributing factor when considering the likelihood of favouring sustainable choices. The data suggests that in general, the older a person gets the less interested they are in shopping sustainably on the whole, Gen Z and Millenials are the consumers most likely to buy from sustainable brands.

The exception to this trend is with 18-24-year-olds and household items, though this could be explained by the fact that a high percentage of people between those ages are still living with their parents. This suggests that this demographic is less likely to be in charge of household item purchasing decisions. 

For 18-24-year-olds (51%) and 25-34-year-olds (44%) clothing is the category they are more likely to purchase from sustainable brands - interest in this drops by nearly 30% when compared with those aged 65 and over (23%). Older Millennials (35-44-year olds) are equally ready to buy food and clothing from sustainable brands (39%). For the older age groups, (45-54-year olds, 55-64-year olds and 65 and over), at least a third are more likely to buy food from sustainable brands (32-38%).

Reasons for not buying from sustainable brands

A lot of research suggests that sustainable products are often far more expensive than their conventional counterparts - this explains why 62% of people cite the high cost of sustainable products as a reason not to buy. For truly sustainable brands, their impact on the planet is considered at every point in the production line, from sourcing materials to manufacturing to workers' wages, which often results in higher costs.

After the price tag, almost a third (30%) of Brits don’t have a particular reason for not buying from sustainable brands. The human psychology behind brand loyalty shows it is something that, once developed, is hard to break. For many, the need for trust in a product might outweigh the benefits of taking a “risk” on a sustainable brand.

As many as one in five (20%) people say that the perceived low quality of sustainable brands puts them off buying, though this perception has been proven inaccurate. What might contribute to this feeling, however, might be the simplified and understated way in which sustainable brands and products are presented. After a lack of awareness about sustainable brands (10%), the reasons for not buying sustainable products become a lot more varied and less popular. 

Are consumers willing to pay more for sustainable products?

For some people, the cost isn’t enough to damper their desire to shop sustainably. Nearly one in five people would be willing to pay more for sustainable premium and luxury products (19%), and fast-moving consumer goods (18%). Looking at who exactly is doing the shopping, gender-neutral (11%) and male (10%) buyers are more likely than women (6%) to purchase exclusively from sustainable brands. This could suggest that some products catering to women simply don’t have sustainable alternatives currently, no matter the cost.

When it comes to exactly how much more they are willing to pay, one in three people wouldn’t mind spending 5-10% more for sustainable products, and just over one in 10 would go as high as 11-20%. Despite potentially lower income, younger generations are more willing to pay extra for sustainable products - 10% of 24-35-year olds are willing to pay between 41-50% more for a sustainable product, and 6% would be willing to pay as much as 51-60% extra. These figures are impressive and suggest that young people are particularly passionate about investing in sustainable products, making them a lucrative opportunity for marketers.

Though it’s a small number, 1% of 18-34-year-olds claimed they would be willing to pay more than 80% towards a sustainable product - that’s something older generations simply wouldn’t do and possibly represents where the future of sustainable consumerism is heading. This, coupled with the fact that nearly one in 10 (8%) people on low incomes are still willing to buy only from sustainable brands despite higher costs, shows just how strongly some Brits feel about shopping sustainably.

Sustainable initiatives Brits are supporting

Aside from shopping, how else are Brits supporting sustainability? Recycling is the frontrunner for sustainable initiatives in the UK, with 77% of Brits partaking in this easy but often-underappreciated practice. Reducing food waste and donating to charity are also popular initiatives, and both revolve around the idea of Brits making the most of things they already have. Less than one in 10 (8%) people claim that they don’t consciously take part in any sustainable initiatives at all, but with the rate at which all sorts of enterprises are enforcing green practices, chances are they’re partaking in some without even realising.

Interest in sustainable initiatives by age

It’s already become clear that younger generations (18-34) are more likely to invest in eco-friendly/sustainable products than older generations - but they are also more likely to volunteer. The youngest age bracket, 18-25-year-olds, are also the most keen on reducing their use of public transport in the name of sustainability, this makes sense considering the noticeable rise in popularity of walking and hiking among the younger generations.

While they may not seem to be the most engaged with sustainable buying, the older generations (those aged 55+) appear to be leading the way in sustainable initiatives such as recycling, reducing food waste, and donating to charity, as they express more interest in these areas than any other age group.

The most sustainable cities in the UK

Looking at the spread of cities across the UK where residents are doing the most they can to minimise their carbon footprints, it’s heartening to see the uptick in areas across the nation working to implement green, sustainable initiatives. Wrexham tops the list, supported by projects focusing on boosting biodiversity in the area and improving carbon literacy - awareness of our impact on the planet - among young people.

The industries most worried about the planet’s future

Plenty of studies are plotting the rise of eco-friendly practices among young people. It's also interesting to see what industries attract more environmentally conscious people, looking to pave the way for more sustainable practices. 

1. Marketing, advertising and PR - 67%        

2. Charity and voluntary work - 58%        

3. Teaching and education - 57%        

4. Leisure, sport and tourism - 56%        

5. Public services and administration - 53%        

6. Insurance and pensions - 53%        

7. Engineering and manufacturing - 52%        

8. Science and pharmaceuticals - 50%        

9. Law - 48%        

10. Transport and logistics - 48%        

11. Recruitment and HR - 45%        

12. Social care - 45%        

13. Creative arts and design - 44%        

14. Publishing and journalism - 43%        

15. Sales - 41%        

Interestingly, those working in marketing, advertising and PR are some of the most concerned about the future of the planet (67%) - potentially due to just how much of a factor it has become in consumer decision-making, as well as the fact that they are often responsible for communicating facts about climate and sustainability to the public, on behalf of their clients. The same could be said for those working in the charitable sector (58%), and those involved in teaching and education (57%); careers in these areas may also have a high proportion of people who are not only informed on climate change themselves but who bear the responsibility of having to pass this information on to others. 

Even towards the bottom of the list, anxiety levels are still high, with 41% of those working in sales suffering from concerns about the planet’s future. This shows that the climate crisis - and therefore, ways of being sustainable - are at the forefront of a lot of people’s minds.

The reasons to focus on sustainability

When asked about the main reasons brands should focus on sustainability, waste reduction was the most popular response (73%), as opposed to simply being good for the planet (70%) - though, of course, reducing waste is good for the planet in many ways. Enhancing brand reputation (31%) and trust (30%) were also common reasons. Acknowledging that as few as 100 companies are responsible for producing the majority of greenhouse gas emissions, people are eager to find ethical alternatives to put their faith in. Just over one in five (22%) of people think this will give brands an edge over their competitors. 

The importance of sustainable media formats

Because just under one in 10 people (9%) have claimed to boycott some of their go-to brands in the past year because of sustainability-related concerns, it’s more important than ever for brands to be vocal about how they’re being sustainable - and this also extends to how they use media. More than a third of consumers (36%) think it’s very important that brands choose more sustainable media formats, suggesting that committing to sustainable marketing is just as crucial for brands as the products themselves.

Do Brits trust brands when it comes to sustainability?

Of course, it’s one thing to claim to be sustainable, it’s another to follow through on your promises. Knowing that 17% of people check the labelling of products for sustainability certifications, brands need to do more than just crow about sustainability to gain consumer trust. Nearly half of Brits (47%) only sometimes believe brand sustainability claims and nearly one in five (18%) rarely believe them. Because more than 1 in 5 (23%) people rate brands more highly for supporting sustainable practices, there’s a lot to be gained from being transparently dedicated to your sustainability efforts. Here lies a fantastic opportunity for marketers to drive more traffic and revenue to their brands in a sustainable way.

How OOH advertising can help raise sustainability standards

Of all major media channels, Out of Home (OOH) produces the least amount of carbon emissions per impression and makes up less than 3.5% of the total carbon footprint of the UK’s advertising activities. This makes it the perfect platform for brands to communicate their sustainability messaging effectively and execute more environmentally friendly campaigns. With the current demands for sustainability presenting an opportunity to boost revenue, OOH marketing is an excellent way of capitalising on those demands.

With 14% of Brits claiming that they are more likely to purchase a sustainable product after repeated exposure to its advertising, how sustainable brands choose to present themselves can make a huge difference - not only to their revenue, but to the popularity of sustainable products as a whole, and ultimately the planet. This is something that Clear Channel UK is passionate about supporting.

To find out more about what we’ve done to reduce our carbon footprint and the ways in which OOH advertising can be used to support sustainable brands and initiatives, get in touch today.