The prompts are: What type of ecological advancement should consumers be paying the most attention to?
What should we be using in home life or what will soon be a part of our lives that is good for the environment?
Where specifically do Americans fall short when it comes to being environmentally friendly?
A year ago we conducted a survey into consumer attitudes to environmental and ethical sustainability. This was before the worst of the COVID-19 pandemic. In March 2021 we ran the survey again, with some additional questions to gain more insight into how attitudes have changed. As anticipated, some of last year’s trends have accelerated while others have slowed.
In this research we explore how consumers are adopting a more sustainable lifestyle, discuss the main barriers to consumers behaving more sustainably, reflect on consumers’ most valued environmentally sustainable and ethical practices, ask what consumers need to lead a more sustainable lifestyle and evaluate the impact of COVID-19 on consumers’ adoption of a more sustainable lifestyle.
As with last year, avoiding single-use plastics is the most common way consumers demonstrate their commitment to sustainability, with 61% saying they have cut back. A focus on seasonality (49%) and buying local goods (45%) are the next biggest areas of focus.
Though slightly down on last year, ethical and sustainability issues remain a key driver for almost a third of consumers, who claim to have stopped purchasing certain brands due to related concerns. As with our previous research, around one in five has opted for low carbon transport or switched to renewable energy. That is double the number who altered their financial investments or contacted a brand to raise a similar issue.
Three reasons for not embracing sustainability far out rank all others.
Lack of interest tops the list at 22%, particularly on the issue of reducing meat consumption. However, while some say they would be interested in switching to renewable energy and buying more local produce, they perceive doing so as too expensive, or difficult as not always available where they live.
Indeed, expense is the second biggest barrier to change (16%). This is closely followed by not holding enough information (15%).
