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.

Eco-Friendly Christmas: Sustainable Gift Ideas and Decorations

Christmas is a magical time of year, filled with joy, togetherness, and, of course, gift-giving. However, it’s also a season that can contribute to a significant amount of waste. 

From excessive packaging and single-use decorations to unwanted gifts, the environmental impact of the festive season can be overwhelming. 

But it doesn’t have to be this way. With a bit of thought and creativity, you can enjoy an eco-friendly Christmas that’s just as special, while being kind to the planet. 

Here's a guide to having an environmentally conscious Christmas with sustainable gift ideas, wrapping solutions, and decorations.

1. Sustainable Gift Ideas

The essence of Christmas gifting is about showing thoughtfulness, and what better way to do that than by choosing sustainable presents? Here are a few ideas that are both eco-friendly and meaningful:

a) Gifts of Experience

Instead of giving material items, why not gift experiences? Whether it’s a voucher for a cooking class, tickets to a local theatre, or a weekend getaway, experience-based gifts are memorable and don’t come with unnecessary packaging. They’re perfect for people who value experiences over possessions and are an excellent way to reduce waste.

b) Upcycled and Handmade Gifts

Handmade and upcycled gifts carry a personal touch and often have a much lower environmental impact than mass-produced items. Consider supporting local artisans by purchasing handmade goods, or get creative and make your own presents. Upcycling old materials into new treasures – such as turning vintage fabrics into bags or using scrap wood for bespoke home décor – adds charm and uniqueness to your gift.

c) Eco-Friendly Products

If you prefer to give physical gifts, opt for eco-friendly products. Items made from sustainable materials, such as bamboo, organic cotton, or recycled plastics, are a great choice. Look for ethical brands that focus on reducing their environmental footprint, whether it’s through fair trade practices, cruelty-free certifications, or plastic-free packaging. Popular eco-gift ideas include reusable water bottles, beeswax wraps, natural skincare products, and zero-waste kits.

d) Plants and Seeds

For a gift that keeps on giving, consider plants or seed kits. Indoor plants can brighten up a home and improve air quality, while garden seeds encourage recipients to cultivate their own produce or flowers, promoting a connection with nature. Plus, these gifts are completely biodegradable, reducing waste.

2. Eco-Friendly Wrapping Solutions

Every year, millions of rolls of wrapping paper are discarded after Christmas, many of which can’t be recycled due to metallic finishes, glitter, or plastic coatings. This year, ditch traditional wrapping paper for eco-friendly alternatives that are both beautiful and sustainable:

a) Furoshiki (Fabric Wrapping)

Furoshiki, the Japanese art of fabric wrapping, is a fantastic way to present gifts without the waste. You can use scarves, cloth napkins, or any fabric you have on hand to wrap presents in a way that’s both elegant and reusable. After the gift is unwrapped, the fabric can be used again, or even kept as part of the gift.

b) Recycled and Recyclable Wrapping Paper

If you prefer to stick to paper wrapping, choose recycled or brown kraft paper. These papers are fully recyclable and can be decorated with twine, dried flowers, or stamps for a rustic, personal touch. Be sure to avoid glitter or tape, which make wrapping paper difficult to recycle.

c) Reusables – Jars, Baskets, and Boxes

Why not present your gifts in something that can be reused? Mason jars, wicker baskets, or wooden boxes not only make for creative and practical packaging but can be reused by the recipient for storage, display, or other purposes long after Christmas is over.

d) Natural Embellishments

Skip the plastic bows and ribbons in favour of natural embellishments. Pine cones, sprigs of holly, dried orange slices, or cinnamon sticks add a festive feel to your wrapping and are completely compostable. Not only do these natural elements look beautiful, but they also smell wonderful, adding an extra sensory dimension to your gift presentation.

3. Sustainable Decorations

Decorating for Christmas is one of the highlights of the season, but many of the plastic-based, mass-produced decorations on the market can’t be recycled and often end up in landfill. This year, embrace more eco-friendly options for decking the halls:

a) Natural Christmas Trees

When it comes to choosing a Christmas tree, opt for a real tree from a local, sustainable farm, or better yet, rent a living tree that can be replanted after the holiday season. If you already have an artificial tree, continue using it for as long as possible, as its environmental impact decreases the longer it’s used.

b) DIY and Upcycled Decorations

Making your own decorations is not only fun but a great way to upcycle materials. You can create charming tree ornaments using old fabric, scrap wood, or even dried fruit. Paper snowflakes, salt dough stars, or wooden garlands can bring a touch of homemade magic to your holiday décor without the environmental cost of plastic ornaments.

c) Natural Décor

Incorporate nature into your Christmas decorations by using elements like pine branches, eucalyptus, berries, and dried flowers. These can be arranged into wreaths, centrepieces, or garlands and can be composted after Christmas. For added eco-flair, make your own garlands out of popcorn, cranberries, or orange slices.

d) Solar-Powered or LED Lights

Christmas lights can be energy-intensive, but by choosing LED or solar-powered options, you’ll reduce your energy consumption. LEDs use up to 80% less energy than traditional lights, and solar-powered options don’t need to be plugged in at all, making them both energy-efficient and easy to use outdoors.

4. Mindful Celebrations

An eco-friendly Christmas isn’t just about what you buy – it’s about how you celebrate. Be mindful of food waste by planning meals carefully and using leftovers creatively. Choose plant-based options where possible, as they have a lower carbon footprint than meat. And when it comes to gifting, consider giving less but choosing more meaningful presents.

Having a sustainable Christmas is about making thoughtful choices that minimise your impact on the environment while still embracing the joy and warmth of the season. By opting for eco-friendly gifts, wrapping, and decorations, you’ll not only reduce waste but also set a positive example for others. 

This year, make the festive season a little greener, and celebrate with a clear conscience, knowing you’re helping to protect the planet for future Christmases to come.