Consumers say they are willing to spend more for food and beverage, cleaning products and more, but high prices and perceptions of greenwashing remain key barriers when it comes to sustainability.
According to Blue Yonder’s Consumer Sustainability Survey, most respondents say it is important to align their purchasing decisions with sustainability, however, this applies more to some product categories than others.
“It’s promising to see consumers are ready to align their habits with sustainability as its importance grows and we hope this enthusiasm will translate to lived behaviours,” says Saskia van Gendt, chief sustainability officer, Blue Yonder.
“Consumers are already prioritising sustainability when it comes to some retail categories, but we can’t rely on consumers alone. We also need brands to demonstrate and communicate clear and quantifiable sustainability benefits.”
Findings suggest that while consumers are willing to pay more for sustainable, routinely purchased products such as food, beverage, beauty and cleaning products, they are not as willing to do so for higher-cost occasional purchases such as electronics and cars.
“Our respondents are sending a message that ethical sourcing and clean ingredients matter when it comes to food, cleaning products, beauty and clothing,” adds Lesley Simmonds, vice president, industry strategy—retail, Blue Yonder.
“Retailers in these categories can gain a clear competitive advantage and grow their business if they execute with credibility, affordability and convenience in mind.”
One-quarter (25 per cent) of consumers feel they cannot trust brands’ sustainability claims, with 17 per cent saying they feel the need to do additional research and nine per cent saying they feel brands capitalise on sustainability as a trend whether their actions are authentic or not. However, the majority (55 per cent) of consumers feel they can sometimes trust brands’ sustainability claims, depending on the message, brand or history.
“Our survey findings indicate that sustainability can be a competitive advantage and drive growth for brands,” says van Gendt.
“Sustainability can increase operational efficiency, reduce costs, increase customer satisfaction, meet regulatory requirements and improve brand perception. To support claims validation, brands and retailers can turn to technology and a multi-tier, multi-enterprise network to improve visibility and authenticate responsible practices across their end-to-end supply chains.”
Image: istock – Jeremy Poland
