Key findings

Sustainability as a complement, not a premium

Sustainability alone is a hard sell. Conscious consumers want high-quality, high-performance products that are designed sustainably. They value brands that make sustainable living easier and more accessible, as high prices can be a barrier. By incorporating both sustainable and non-sustainable benefits, brands are more able to justify premium pricing.

Show me you are walking your talk

Consumers expect corporate climate action, and seek transparent proof to validate their trust. As they meticulously examine the whole product lifecycle from sourcing to disposal, choosing robust claims that show carbon reduction will be key in convincing sustainability-focused consumers.

Seasoned consumers are driving proactive climate action

Baby Boomers show their environmental commitment with practical measures. They lead the way in engaging with sustainable activities and economical choices, such as recycling, repair, selecting energy-efficient products, and minimising plastic, water and energy use.

Millennials are ready to spend on proven sustainability

Millennials stand out for their readiness to pay extra for sustainability and their trust in product claims. While open to greener alternatives, they seek tangible proof of their choices’ impact, ensuring value for money. Leveraging claims like “vegan”, “vegetarian” and “plant-based” can bolster products’ value proposition, appealing directly to this demographic.

Gen Z craves circular fashion

Gen Z consumers thrive in the circular fashion arena. They view second-hand shopping as a way to find stylish clothes at good prices, while decluttering their wardrobes, and make the most of rentals to give them access to luxury items – all aligning with their desire to live in a sustainable manner.