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EXECUTIVE SUMMARY
- What you need to know
- Outlook for sustainable consumption
- Opportunities
- Products need to be “sustainable and…”, not “sustainable or…”
- Focus on waste and packaging
- Sustainability isn’t just chasing an opportunity, it’s avoiding a risk
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THE MARKET
- Market factors
- Canadians’ expectations for corporate environmentalism are mid-pack compared to other markets
- Graph 1: “I expect brands to take the lead on addressing environmental issues” (agree) indexed, 2025
- Climate change concerns are common, but trail more pressing issues
- Graph 2: current concerns, 2025
- Climate change may become more obvious in the near future
- The Canadian economy is a balancing act
- Gen Z isn’t going to bring in a new wave of sustainability
- Graph 3: compared to Millennials, Gen Zs are more…, Gen Z, 2025
- Canada removes the consumer carbon price
- Price trends can dictate sustainable behaviour changes
- Graph 4: consumer price index, 2022-25
- Beef and coffee prices make sustainability a budget-friendly choice
- Graph 5: Consumer Price Index, 2023-25
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CONSUMER INSIGHTS
- An overview of past sustainability research
- The relative importance of sustainability
- Sustainability is not a top consideration
- Graph 6: top-of-mind when making a purchase, 2025
- Sustainability’s role is common across generations
- Graph 7: sustainability is top-of-mind when making a purchase, by generation, 2025
- Sustainability is stagnant
- Don’t overlook sustainability, but don’t overvalue it
- Contributors and barriers to sustainability
- Most consumers feel sustainable, but see room for improvement
- Graph 8: self-evaluation of sustainability, 2025
- Gen Zs don’t see themselves as very sustainable
- Graph 9: I’m very sustainable, by generation, 2025
- Climate change concerns don’t translate into sustainable actions
- Graph 10: self-evaluation of sustainability, by climate change concern, 2025
- Sustainability matters to consumers, but only if it fits their lifestyles
- The most sustainable people credit waste reduction
- Graph 11: biggest contributor to sustainability (respondents could select only one) – among “very sustainable” consumers, 2025
- Waste is a constant focal point for consumers
- Graph 12: most concerning aspects of sustainability (respondents could select up to three), 2024
- Companies that reduce waste will garner more attention than those with certifications
- Cost is the biggest barrier to sustainability
- Graph 13: reasons for not being more sustainable (respondents could select up to three), 2025
- Price is often a barrier to cause-based purchases
- Cost concerns tie sustainability to the broader economy
- Show consumers that sustainability doesn’t always mean expensive
- As complex as sustainability can be, it’s quite simple for many consumers
- Looking ahead: how consumers will become more sustainable
- Sustainability is both an opportunity and a threat
- Graph 14: most likely to do in order to become more sustainable (respondents could select up to three), 2025
- When times are tough, ‘buy less’ will be a more attractive sustainability strategy
- Graph 15: most likely to do in order to become more sustainable (respondents could select up to three), by financial situation, 2025
- Younger consumers are more likely to rethink their food choices
- Graph 16: most likely to do in order to become more sustainable (respondents could select up to three), by generation, 2025
- Sustainability isn’t what drives demand for natural foods
- Graph 17: characteristics associated with natural foods/beverages, 2025
- Buying local has a timely opportunity amid Canadian pride
- Consumers will gravitate to simple sustainability solutions
- Industries in the sustainability spotlight
- Transportation takes the bulk of sustainability criticism
- Graph 18: industries perceived to the largest negative impact on the environment (respondents could select up to three), 2025
- Transportation decisions are still dictated by cost and convenience
- Graph 19: top factors when choosing method of commuting, by past 12 month methods of commuting, 2023
- The food industry faces some criticism, too
- Natural/organic food consumers highlight the role of sustainability
- Graph 20: purchase factors for natural or organic foods/drinks (respondents could select up to three), 2025
- Don’t give consumers a reason to not make a food purchase
- Younger generations have a more complex view of sustainability
- Graph 21: industries perceived to have the largest negative impact on the environment (respondents could select up to three), by generation, 2025
- Sustainability issues across product categories
- Sustainability concerns vary by category
- Graph 22: biggest sustainability issue by product category, 2025
- Consumers worry about what resources went into their fresh food
- Graph 23: biggest sustainability issue by category – the production/shipping process, 2025
- Clothing has a unique combination of sustainability concerns
- Graph 24: biggest sustainability issue – clothing, 2025
- Consumers don’t like throwing away all the packaging from frozen foods
- Graph 25: biggest sustainability issue by product category – packaging waste, 2025
- Pizzeria Libretto’s frozen packaging stands out from the competition
- Throwing items in the garbage creates some feelings of guilt
- Graph 26: biggest sustainability issue by category – waste created after I’m finished with it, 2025
- Best Buy’s recycling program helps drive traffic into stores
- Focus on the solutions that move the needle
- Willingness to pay for sustainability
- Getting consumers to pay for sustainability is a challenge
- Graph 27: willingness to pay for sustainability attributes, 2025
- Even sustainable consumers are reluctant to spend
- Graph 28: willingness to pay for sustainability attributes – among “very sustainable” consumers, 2025
- Quality is the difference-maker, sustainable packaging is table stakes
- Graph 29: willingness to pay for sustainability attributes (NET), 2025
- The tech market demonstrates how quality is an underlying driver of sustainable consumption
- Graph 30: barriers to buying refurbished/used technology*, 2024
- Graph 31: factors that would increase willingness to pay for tech devices, 2024
- Sustainable strategies are about setting expectations and goals
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INNOVATION AND MARKETING
- Launch activity and innovation
- Innovations like the UP Scorecard are simplifying sustainable consumption
- Eataly gives consumers instant access to sourcing information
- Brands are finding creative ways to reduce waste
- AI can be used to minimize waste efficiently
- Sustainability by proxy
- Rental clothing can make shoppers feel better about getting new items
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APPENDIX
- Report scope
- Consumer research questions
- Consumer research questions – curated tables
- Consumer research methodology
- Generations
- Abbreviations and terms
When it comes to sustainable consumption, it’s important to remember a key axiom: consumers act in their own self-interests. That’s not meant to be a judgment, but rather a valuable guide post when navigating sustainability. It’s why consumers say they’re worried about climate change, yet few act very sustainably and sustainability takes a back seat to price, quality and convenience. Sustainability plays a role in consumption, but only up to a point.
Meanwhile, external factors (unrelated to the environment) can impact consumers’ focus on sustainability. A struggling economy and tight budgets will shift the spotlight to value, while many consumers will deem sustainability as too costly. Conversely, a political landscape experiencing a surge in national pride can spark a shift to more local purchases.
Ultimately, sustainability needs to be viewed through the lenses of both opportunity and threat. Stakeholders that improve sustainability have the opportunity to resonate with consumers, but there are limits to that potential. At the same time, stakeholders with especially poor sustainability risk losing customers who may feel guilty about the purchase. Sustainability strategies therefore aren’t just about excelling and standing out, but also about mitigating risk and minimizing barriers to purchase.
This report looks at the following areas:
- Assessing consumers’ climate change priorities and how economic trends can influence sustainability
- Understanding sustainability’s role as a purchase factor compared to price, quality and convenience
- Discovering the best ways to be sustainable and the biggest barriers to living sustainably
- Determining which industries get the most negative attention with respect to sustainability
- A cross-category analysis to understand how consumers’ sustainability concerns vary depending on the product category
- Identifying the sustainability tactics that have the most potential to drive higher spend
- Examples of brands that are simplifying the sustainable process for consumers to make it a more convenient lifestyle choice
The key to an effective sustainability strategy is to set expectations. It struggles to stand on its own, but can be powerful when combined with pillars like value and quality.
Scott Stewart, Associate Director, Lifestyles & Retail
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