Data: cost of living prevents 65% of people from buying sustainable products

The cost-of-living crisis is making it harder for people to live more sustainably as 65% want to be mindful of the planet and the environment but say higher prices prevents them from doing so.

The data from Kantar’s Sustainability Sector Index 2022 also revealed that 68% of the 33,000 people interviewed believe products which are better for the environment are also more expensive.

As a result, while 97% want to live a sustainable lifestyle, only 13% are actively changing their behaviour to impact this.

Of people who are financially “comfortable”, 53% have actively looked to purchase from companies that offer environmentally friendly products or services. However, this figure drops to 35% for those ‘struggling’ during the cost-of-living crisis.

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Over half (57%) of the respondents across 32 countries, find it hard to tell which products are good or bad for the environment, with 61% claiming they would be more likely to but a product which has clear certification explaining its ethical benefits.

As well as adopting clearer signposting for environmentally friendly products, survey respondents said the best way that companies could solve waste issues is through offering services that enable sustainable purchasing behaviours, such as through refurbishment, repair or sharing.

“Despite all the other crises happening across the world, the desire to become sustainable has not eroded,” Kantar global head of sustainability transformation practice, Karine Trinquetel told The Grocer.

“However, sustainability products too often come at a premium, and that gets in the way of mass adoption. As a result, sustainability is too often the luxury of the wealthier in society – and businesses miss out on this massive commercial opportunity.

“To realise the mainstream opportunity, brands must scale up and go to market at a price point the mass market can afford. Beyond price, brands must recognise that consumers have a sophisticated understanding of where brands should be focusing in each sector, and develop sustainability strategies that address these concerns.”

NewsSustainability

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