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Despite challenges in the last two years like rising fuel prices and the enhanced cost of supermarket essentials, shoppers across many generational groups seek products that align with their values, even at the expense of affordability. Particularly, today’s consumers have many ethical demands around retail sustainability.
From environmental responsibility (about eight out of ten consumers prefer environmentally-friendly packaging materials) to a business’s transparency and ethics (66 percent of consumers would look to buy from brands with strong ethical credentials), brands must keep up with a raft of new expectations.
We’ll explore three areas the data suggests UK businesses need to get right.
Across generations, there is a growing commitment to ethical values, with consumers increasingly prioritising sustainability, inclusion, and social responsibility in their purchasing decisions and their lives.
83% favour brands that align with their values, and one study found nearly half of the adult population (46%) places greater importance on being part of an ethical company than on earning a higher income.
However, when it comes to pricing for these principles, there is a cost to be borne. Are consumers willing to pay more when they are still grappling with high inflation rates? (According to a 2024 bulletin from the Office for National Statistics, around 60% of adults in Great Britain are spending less on non-essentials due to rising costs.)
While the cost of living has teeth, consumers aren’t looking for cheap alternatives from less ethical or sustainable brands. The most recent 2024 study in this area found that more than four-fifths (80%) of consumers are willing to pay more for sustainable goods and up to 9.7% more for goods that meet specific environmental criteria.
Delivering a good brand message around ethical practices or eco-friendly delivery is a smart idea. After all, ‘Campaign’ called 2024 the year for the return of brand-led advertising and building a reputation for ethics is a great way to attract attention.
But it’s a hard line to walk. To avoid accusations of greenwashing or ensure ethics and principles are not seen as a campaign rather than an ongoing concern, brands need to be truly transparent about their operations.
This is especially true for the UK market, which is one of the most likely places to distrust businesses. In a global study, only 15.4 percent of UK consumers believe what companies say in their advertising, with the rest being neutral, disbelieving, or unsure.
We’re being primed to question everything, using sites like ‘Good On You’ to track brand credentials, and ‘Ethical Consumers’ to encourage shoppers to look beyond tactics like using celebrity ‘sustainability ambassadors’. In this landscape, a brand faking it won’t last long.
Businesses can cultivate trust and loyalty and differentiate themselves in a competitive market by providing comprehensive insights into actual sustainability initiatives and their impact.
Those who embrace sustainability will strengthen their brand and foster long-term loyalty, but only if they communicate that message well and with a healthy dose of realism.
With the convenience of online shopping taking precedence, the focus has shifted to delivering a seamless and satisfying customer experience from the moment an order is placed to the time it reaches the consumer's hands. Ensuring this experience is personalised, effortless, and engaging is essential for maintaining customer loyalty and satisfaction.
Brands have the chance to meet consumer expectations for fast delivery while simultaneously catering to the growing desire for sustainable practices. This dual focus can improve customer satisfaction and support long-term environmental goals.
Integrating technology such as an accurate Estimated Delivery Date (EDD) into your product pages can be a game-changer in achieving this balance. By providing clear delivery timelines and showcasing more sustainable delivery options during checkout, brands can offer consumers a choice that aligns with their values.
Many consumers will opt for slower shipping if it reduces their environmental footprint, and Wunderman Thompson’s The Future Shopper Report 2023 showed consumers will wait an average of 2.15 days as long as the options are clear and the overall experience is positive.
Highlighting these options can make it easier for customers to make environmentally friendly decisions, creating a win-win scenario. Customers feel good about their choices, and brands can benefit from lower shipping costs associated with slower delivery methods.
Ultimately, delivery done right is about finding the sweet spot where speed and sustainability meet, offering consumers not just what they want but what aligns with their values.
The consumer of the future is savvy, ready to spend, and willing to invest in businesses that can deliver in every sense of the word. The businesses that can get it right have a tremendous opportunity to stand out for all the right reasons.
