Brands Bridge Sustainability Gap with Consumers

• Consumers Lead the Way to Sustainability: As climate anxiety increases, people intend to adjust their consumption patterns: globally, two-thirds are willing to halve their consumption for the sake of planetary health (GlobeScan, 2023). More than half of 18- to 49-year-old Brits say sustainability affects their household purchasing decisions (YouGov, 2023). Nevertheless, consumers’ sustainable objectives aren’t often turned into action. According to data insights company Kantar, 92% of people aspire to live eco-consciously, but only 16% actively change their behaviour (Kantar, 2023).
  
  
• Mismatched Eco-Principles: A recent study by global consultancy Bain & Co found a disconnect between brands and consumers’ understanding of sustainability: where brands focus on production processes, materials and ingredients, consumers prioritise energy use and recyclability (see The Brief). And it’s not only young progressives who focus on sustainability: 72% of Gen Zers and 68% of boomers are either very or extremely concerned about the environment (Bain & Co, 2023).
  
  
• Brands Centre Nature: London-based interiors brand House of Hackney appointed nature to its board in November, following British beauty brand Faith in Nature, which did the same in 2022. The companies have each named a guardian (an external spokesperson) for the natural world who has access to a network of climate experts. Faith in Nature chose a climate lawyer from UK-based law firm Lawyers for Nature who gives Earth a voice and votes on its behalf. By designating nature as a board member, these companies are taking consumer calls for sustainable practices seriously, anchoring their reputation as eco-friendly brands and fostering loyalty.
  
  

For more on consumer attitudes towards sustainability, see Meet the Eco-Pragmatists.