What consumers need in order to adopt a more sustainable lifestyle

While the main reasons for not adopting a more sustainable lifestyle remain the same as in 2022, a higher proportion of consumers mentioned them. These relate to cost (62%), a lack of interest in sustainability (58%), and not having enough information (50%). Consumers also believe that adopting a more sustainable lifestyle makes no difference, or that it is too difficult or not available to them.

These findings point to the importance of offering better affordability and availability of sustainable options and giving consumers greater access to information about sustainability.

Reasons why consumers have not adopted a more sustainable lifestyle in the past 12 months

Which, if any, of the following describe why you haven't done this?
(% who selected at least once 'I have not done the following action' in the past 12 months in an effort to adopt a more sustainable lifestyle)

Source: Deloitte LLP

In addition, most consumers would welcome better schemes to remove plastic and packaging (53%) and clearer guidance on disposal and recycling (46%). A third of consumers also expect more government intervention to make low-emission modes of transport more affordable, and to provide better access to public electric vehicle charging points. The same proportion wants more regulations requiring companies to improve options for consumers.

What do consumers need to adopt a more sustainable lifestyle?

Which, if any, of the following do you think would help you to adopt a more sustainable lifestyle?

*Option introduced in 2023
Source: Deloitte LLP

The key ‘trust builders’ that businesses should focus on are independent accreditation, transparency across their supply chains, and reducing carbon emissions rather than on carbon offsetting:

• 34% of consumers stated that their trust in brands would be improved if they were recognised as an ethical/sustainable provider by an independent third party
• 32% of consumers stated that their trust in brands would be improved if they had a transparent, accountable, and socially and environmentally responsible supply chain
• 27% of consumers stated that their trust in brands would be improved if brands target 'Net-Zero' by reducing carbon emissions rather than relying on carbon offsetting.

Do commitments by businesses to climate change and sustainability influence consumers’ trust?

Which, if any, of the following are more likely to influence how much you trust brands and the commitment of businesses to climate change and sustainability?

*Option introduced in 2023
Source: Deloitte LLP