Sustainability plays an increasingly prominent role in consumer behaviour. Though, age and disposable income largely determine whether someone is willing or able to adapt their lifestyle.
Less plastic
Research by Deloitte shows, first of all, that conscious consumers take a whole range of different measures to shop and live more sustainably. Reducing single-use plastic is the number one priority: more than two-thirds of respondents say they take this into account. Furthermore, 43 per cent say they prefer brands that have sustainable values. Buying fewer new products and reducing the consumption of meat and animal products are also ways in which many consumers are changing their purchasing behaviour.
More than a third of consumers also attach value to ethical practices in the products and services they buy. As concerns regarding climate change continue to grow, about one in five choose low-carbon transport, renewable energy or reduce the number of flights they take.
Generational differences
People of all ages are moving towards more sustainable consumption behaviour. Nevertheless, an analysis of generations shows distinct differences in the engagement level between different age groups – and not always in the way you would expect. According to Deloitte, Generation Z (born roughly between 1997 and 2015) feels the least involved in environmental issues, in contrast to younger millennials who are the most involved. Conversely, Generation Z feels it is more important to support ethical brands.
Older millennials, Generation X and baby boomers – covering all walks of life from 31 to 74 – are almost equally engaged regarding sustainability issues, while pre-boomers show the lowest amount of engagement of all. Yet, even the latter group considers the reduction of single-use plastics very important.
Obstacles
What prevents consumers from making more sustainable choices? In the case of single-use plastic, inconvenience (absence of a suitable alternative) and lack of interest are the main barriers to sustainable shopping. When it comes to reducing the consumption of meat and animal products, apathy is the main barrier for changing consumer behaviour, followed by scepticism that reducing consumption will actually make a difference. An additional common issue is that brands that position themselves as ethical or environmentally friendly are more likely to be perceived as expensive.
Income is key
Finally, the study clearly shows that income plays a fundamental role in the extent to which consumers make sustainable choices. In other words, the higher the income, the more likely they are to adopt a sustainable lifestyle.
People with a higher household income (equivalent to more than 58,000 euros) are generally the most inclined to shop sustainably and, also, the most likely to change their behaviour. However, there are exceptions to the rule: when it comes to reducing air travel and reducing consumption, it is people from the lower-income groups who are most committed.
There is an important side note to add concerning the study: Deloitte questioned the respondents about the influence of sustainability within their purchasing behaviour before the Covid crisis broke out. The company promised to “update its findings” if attitudes were to change after the lockdowns.
