Sustainability and the UK shopper
Sustainability is becoming a bigger part of the conversation for UK shoppers, but in the context of a cost of living crisis, we find price is still king when it comes to many purchase choices. Savvy’s recent Shopper Panel survey of 1,000 UK shoppers took a deep dive into how they feel about sustainability, what they expect from brands, and what drives their choices when standing in front of the fixture.
Shoppers are becoming more conscious of sustainability
Sustainability is no longer an afterthought for many UK shoppers. In fact, half of the people Savvy surveyed (50%) said they actively think about sustainability when making purchases. While that’s a promising number, it’s clear that a significant portion of the population still doesn’t always have sustainability top of mind.
That said, this growing awareness indicates a shift in behaviour. More and more shoppers are factoring in the environment when they’re at the checkout, but they’re also weighing up other factors – particularly price.
The call for brands and retailers to step up
One thing came through loud and clear: shoppers want brands and retailers to do more of the heavy lifting. 77% of those surveyed said they expect businesses to step up their game when it comes to protecting the environment. Consumers don’t just want to feel good about their own choices – they want the companies they buy from to take meaningful action.
This expectation ties into the fact that 76% of shoppers also admitted they personally want to do more to help the environment. It’s a sign that while many people are on board with living more sustainably, they’re looking for a bit of help from the brands they trust to make it easier and more accessible.
Sustainability vs. price
While shoppers may care about sustainability, price still often trumps eco-consciousness. A sizable 76% agreed that they’d probably still choose a cheaper, less sustainable option if it came down to it. This highlights the ongoing challenge for both consumers and brands: many shoppers live in a reality where difficult choices need to made to make ends meet each week, and sustainable choices are not always the cheapest ones.
This push-and-pull between sustainability and affordability suggests that if brands want to win over more environmentally conscious consumers, they’ll need to continue to find ways to make their sustainable offerings more competitively priced.
Recycling and reusability are on shoppers’ minds
One of the takeaways from the survey is that many shoppers are thinking about the full lifecycle of the products they buy. 77% percent of respondents said they always consider whether something can be reused, recycled, or repurposed before they purchase it. This signals a shift towards the principles of the circular economy, where consumers want to know their choices are making a difference in reducing waste.
What does this mean for brands?
The message from UK shoppers is clear: people are increasingly concerned about sustainability, but they want brands to help make it easier and more affordable. For businesses, the challenge is balancing environmental responsibility with the need to remain price competitive.
Shoppers (especially those aged under 35) are asking for more, and the brands that deliver on both sustainability and value are likely to come out ahead. Long established retailers and brands need to take into account that many newer and emerging brands, which are popular with Gen Z and Gen Y, have sustainable practices baked into to their ways of doing business and product ranges. As the conversation around sustainability continues to evolve, the opportunity lies in making sustainable choices more accessible to all — without forcing shoppers to choose between their wallets and the environment.
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