In today’s market, sustainability is key to connecting with consumers and building brand loyalty. Impact’s syndicated ‘Great Green Sustainability Study’ offers vital insights into how UK consumers view sustainability and its impact on their shopping choices.
What the Study Shows
Launched in October 2019 and updated every six months, the study surveys over 4,000 people each time, in the UK, to understand their thoughts on over 100 brands and retailers, from food and drink to fashion. It looks into what consumers think about sustainability and climate change, what influences these views, what they’re doing to be more eco-friendly and their perceptions of brand sustainability.
Why Sustainability Ratings Are Important
The study gives each brand a sustainability score based on consumer perceptions. This score helps track how well brands are doing in the eyes of consumers when it comes to being sustainable (defined as a combination of being environmentally-friendly, ethical, socially responsible and financially responsible). This sustainability score is further broken down into core areas and furthermore into an extensive range of attributes. It’s a clear way to see how changes in products or marketing can make a brand more or less attractive based on its sustainability efforts.
Aligning Brand and Consumer Values
The findings highlight the importance of brands aligning with consumer values on sustainability. When consumers feel a brand shares their values, they’re more likely to buy from them. Missteps in this area can push consumers away, making it crucial for brands to communicate their sustainability efforts effectively.
A Cross-Sector Insight from Impact’s 2023 Studies
Impact’s 2023 studies on sustainability across four key sectors—fashion, FMCG, food & beverage, and retail—reveal consumer perceptions and brand performances in the UK. Fashion emerges as a sector struggling with sustainability, with brands like Next leading yet facing significant challenges in sourcing ethics. FMCG sees Ecover and other household brands praised for their environmental initiatives and packaging innovations. In food & beverage, Oatly is lauded for its commitment to health and sustainability, highlighting the importance of packaging and sourcing. Retail’s front-runner, The Body Shop, exemplifies ethical sourcing and product longevity, setting a standard for industry practices (however will this change in light of recently going into administration?).
Across all sectors, the study underscores a critical consumer demand for transparency, ethical practices, and sustainable innovation, pointing to a broader call for industry-wide changes to align with evolving expectations.
How Brands Use the Study
The study’s syndicated nature means clients can add their own questions cost-effectively. Brands like Kellogg, IKEA, and Morrisons use these insights to improve their sustainability strategies and communication. They learn about consumer opinions on packaging & recycling, sustainability logos, messaging, and more, helping them meet consumer expectations better and more effectively target their sustainability communiations.
Join the Conversation on Sustainability
For brands looking to understand and improve their sustainability from a consumer perspective, Impact’s study is a must-have resource. It offers deep insights into consumer attitudes, helping brands align with today’s eco-conscious shoppers.
Interested in learning more about the Great Green Sustainability Study? Contact Tom Gould at tom.gould@impactmr.com.