Half of UK consumers plan to eat carbon-friendly, research reveals

Almost half (49%) of UK consumers are looking to reduce their carbon footprint through food choices they make in 2022, global media platform, Teads has revealed. 

The findings come from a Teads consumer survey conducted in partnership with Kantar to research the role of sustainability of UK purchasing habits. 

Results have shown that across all age groups mainstream news had a larger impact on environmental concerns compared to social media. 

READ MORE: Ethical spending hits ‘record highs’, Co-op reveals

According to the survey, COP26 news coverage had a 31% increase in consumer awareness over food choices. 

Whereas, 60% of consumers didn’t trust sustainability messages on social media with concerns of misinformation surrounding the pandemic. 

Despite trends of distrust of social media, younger respondents placed more attention on eco-brands that influencers backed. 

Around 45% of under 35-year-olds claimed influencers and brand ambassadors had a strong impact on the perception of a brand’s sustainability credentials. 

The research comes amid the largest Veganuary to date, with the charity’s own survey revealing 34% Britons were interested in trying a plant-based diet. 

“Our research shows a significant consumer shift towards more eco-conscious attitudes surrounding sustainable food choices,” Teads Northern Europe VP of insights Phil Sumner said. 

“Premium news sites are clearly the key source for delivering sustainability messaging; brands must ensure their ads are placed in these environments at least until initial brand trust is cemented.” 

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