Britons are more likely to buy from brands that care about being sustainable.
That’s according to new research, which found 81% of consumers are likely to purchase a product from a brand with a “positive approach” to sustainability.
However, just under half (45%) of those surveyed are not aware of any sustainable practices brands have adopted.
Mike Shirley, Head of Marketing at SmartestEnergy, which conducted the survey said: “Today’s consumer is savvy and cares about the environment, they realise that we all need to work together to make a difference as we are all responsible.
“Our research shows that consumers’ attitudes towards sustainability influences their relationships with brands. Brands need to effectively communicate what they are doing across their whole business to showcase their green credentials.”
The research also found nearly three quarters (74%) said they would use a consumer brand that has adopted positive sustainability practices as part of improving their own environmental impact.
However, 82% believe they shouldn’t have to pay more to shop with a brand that has a positive approach to sustainability.