Study reveals one in 10 of older Gen Z and younger Millennials are willing to pay up to 50% extra for sustainable products this Christmas

A new study published by the UK's leading Out of Home media and infrastructure company, Clear Channel UK, shows demands for sustainable products is higher than ever before, with one in three of us (30%) willing to pay up to 10% more for a sustainable product compared to the non-sustainable equivalent, even amidst the current cost of living crisis.

The study of 2,000 respondents, conducted via OnePoll, also revealed an astonishing 10% of older Gen Z and younger Millennials would willing to pay up to 50% extra for a sustainable product, while 6% would be willing to pay as much as 51-60% extra.

Clear Channel’s data indicates consumers are becoming more selective - nearly one in 10 (9%) boycotted their go-to brands in the past year because of sustainability-related concerns and now only buy products from sustainable brands. 

When asked about the main reasons why brands should focus on sustainability, waste reduction (73%), being good for the planet (70%), spreading awareness (43%), enhancing brand reputation (31%) and trust (30%), increasing customer loyalty (25%) and competitive advantage (22%) were the most popular responses.

Food (38%), clothing (34%), toiletries/cosmetics (26%) and household items (25%) were voted the top product categories people are most likely to buy from sustainable brands.

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%).

When it comes to the main factors contributing to not buying sustainable products, high cost (62%), perceived low quality/effectiveness (20%), lack of awareness (10%) and limited availability (6%) were revealed as the main reasons.

The research also revealed recycling (77%), reducing food waste (66%), donating to charities (51%), reducing non-essential travel (32%), choosing sustainable/eco-friendly products (29%), reducing usage of public transport (17%) and volunteering (17%) as the top sustainable initiatives Brits take part in.

1% of 18-34 year-olds claimed they would be willing to pay more than 80% towards a sustainable product.

Wrexham, Portsmouth, Liverpool, Plymouth and Aberystwyth were revealed as the most sustainable cities in the UK, where people said they are doing everything they can to minimise their carbon footprint.

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%) were named as industries where people worry about the future of the planet the most.

Ben Hope, the MD at Clear Channel, said: ‘’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.”

For the full details please check out this link:-

https://www.clearchannel.co.uk/latest/the-rise-of-sustainable-consumers-and-how-to-market-to-them

Here at That's Christmas we are aware that seeking out Christmas gifts that are responsibly sourced and ethically produced is very important, but that consumers only have a finite amount of money to spend on a their relatives, friends and colleagues. Because with all the good will in the world, to use an old expression we have to cut our clothing according to our cloth. And whilst we might be aware that a brand that ticks all the right boxes in terms of eco sensibilities, etc, might realistically be out of our price range. 

Which is one of the reasons why we give out readers the latest news and information on what gifts and festive foods and drinks are available.