Clear Channel UK has released a new study showcasing the rising demand for sustainable products, even amidst the current cost of living crisis.
The research, conducted with 2,000 respondents via OnePoll, reveals significant insights into consumer behaviour towards sustainability.
The study found that one in three Britons (30%) are willing to pay up to 10% more for sustainable products compared to non-sustainable alternatives. Notably, older Gen Z and younger Millennials are leading this trend, with 10% willing to pay up to 50% extra for sustainable options. A smaller percentage (6%) are prepared to pay as much as 51-60% more.
Sustainability Influences Consumer Choices
Clear Channel’s data also highlights a shift in consumer loyalty, with nearly one in 10 respondents (9%) boycotting their preferred brands due to sustainability concerns, choosing instead to support sustainable brands exclusively. The main reasons cited for prioritising sustainability include waste reduction (73%), environmental benefits (70%), raising awareness (43%), enhancing brand reputation (31%) and trust (30%), boosting customer loyalty (25%), and gaining a competitive edge (22%).
Certain product categories are more likely to attract consumers prioritising sustainability. Food tops the list (38%), followed by clothing (34%), toiletries and cosmetics (26%), and household items (25%). Younger demographics, especially those aged 18-24 (51%) and 25-34 (44%), show a stronger preference for sustainable clothing. In contrast, older age groups tend to focus more on sustainable food products.
Barriers to Sustainable Purchases
Despite the growing interest in sustainable products, cost remains a significant barrier. The study found that 62% of respondents identified high prices as a deterrent, followed by concerns about perceived low quality or effectiveness (20%), lack of awareness (10%), and limited availability (6%).
Additionally, the research sheds light on the sustainable practices Britons are adopting. Recycling leads the way (77%), followed by reducing food waste (66%), donating to charities (51%), cutting down on non-essential travel (32%), opting for sustainable products (29%), reducing public transport usage (17%), and volunteering (17%).
Trust in Brand Sustainability Claims
The study also reveals a trust gap in brand sustainability claims. Only one in five Britons (20%) frequently believe these claims, with around half expressing partial trust. This lack of confidence underscores the need for brands to improve their communication strategies around sustainability.
Ben Hope, Marketing Director at Clear Channel, commented: “Our study has shown that while there is a high demand for sustainable products, one in five Brits rarely believe brand sustainability claims and around half only sometimes trust them. The data would suggest brands are not communicating their messaging effectively. We hope that our study will educate brands about sustainability-related expectations and how important it is for retailers to be aligned with consumers and encourage brands to embrace more effective communication strategies.”
The study identifies Wrexham, Portsmouth, Liverpool, Plymouth, and Aberystwyth as the UK’s most sustainable cities, where residents are actively striving to minimise their carbon footprint. Additionally, sectors such as marketing, advertising, and PR (67%), charity and voluntary work (58%), teaching and education (57%), leisure, sport, and tourism (56%), and public services and administration (53%) show the highest concern for the planet’s future.
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