The significance of sustainability has already been widely recognised by the public. Sustainability-themed events together with industry summits also prompt more people actively participate in the practice of sustainability. It is exciting news for brands that consumers have developed a consensus to pay a premium for products with sustainability claims – over 80% of surveyed consumers are willing to pay a premium (within 10% at least).
However, it is not always easy to convince consumers about the authenticity of brands’ sustainability claims and justify the high prices. Consumers now have put forward higher requirements about sustainable products. Brands need to do much more in terms of product itself and communication than simply giving a claim.
Do you want strategic insight into your global sustainability message?
The much-anticipated Global Outlook on Sustainability: A Consumer Study 2024-25 is now available to order. Covering 10,000 respondents from 10 leading economies, this report gives insights and inspiration on how best to position and position and prioritise your brands’ products. Download your copy today. Download your copy today.
Key Issues Covered in this Report
- Sustainability from both product and brand communication perspectives
- What sustainable product truly is and how much more consumers are willing to pay for those with such claims
- The features of memorable sustainable slogans and impressive publicity approaches regarding sustainability
- Consumers’ attitudes towards sustainable fashion products and their concerns on the second-hand and rental fashion market
Expert Insights from a Mintel Analyst
This report, written by Helen Ren, a leading research analyst, delivers in-depth commentary and analysis to highlight attitudes towards sustainability and add expert context to the numbers.
Consumers have now reached a consensus to pay a premium for products that claim to be sustainable but with higher requirements regarding what would constitute a truly sustainable product. Brands would need to provide more sustainable options throughout the entire product life cycle in order to convince consumers and justify premium pricing. Beyond products, providing consumers with actual experiences concerning sustainability, such as through brands’ offline eco-friendly shops or sustainable-themed activities, could achieve an even more effective communication with them about sustainability.
Helen Ren
Research Analyst
Collapse All
-
Overview
- What you need to know
- Key issues covered in this Report
- Covered in this Report
-
Executive Summary
- The market
- Government deepens practice on sustainability
- Sustainability summits guide the green development of industries
- Chinese consumers actively participate in sustainability-themed events
- Market highlights
- Promote circular economy with paid subscription model
- Maximising sustainable impact through partnerships
- Engaging consumers in sustainable activities with tangible rewards
- The consumer
- Eco-friendly material is still the most important indicator
- Figure 1: Important features of sustainable products, 2023
- Paying more for sustainable products appears to become consensus
- Figure 2: Consumers’ willingness to pay a premium for sustainable products, 2023
- Straightforward and actionable sustainability slogans are more impressive
- Figure 3: Taglines about sustainability that impress consumers, 2023
- Considerable gaps exist to meet consumers’ expectations in publicising sustainability
- Figure 4: Approaches for publicising sustainability, 2023
- Buying new is universal while second-hand/renting shows some potential in certain fashion categories
- Figure 5: Ways to obtain fashion items of different categories, 2023
- Product issues top the list, followed by services, when buying second-hand/renting fashion items
- Figure 6: Concerns about buying second-hand/renting fashion goods, 2023
- What we think
-
Issues and Insights
- Consumers recognise and welcome genuine sustainable products
- Figure 7: Freitag bags and production process, 2023
-
- Figure 8: Icicle brand image and its “Natural Way” series, 2023
- Letting consumers have actual experience with sustainability could be the most effective communication
- Figure 9: Aesop’s offline store in Shanghai, China, 2022
-
- Figure 10: Freitag’s offline community store in Shanghai, China, 2023
- Second-hand and renting could be a new territory for fashion brands
-
- Figure 11: Rolex Certified Pre-Owned Programme, 2022
- Figure 12: Shared wardrobe “The Lauren Look” by Ralph Lauren
- Consumers recognise and welcome genuine sustainable products
-
Market Factors
- Government deepens practice on sustainability
- Sustainability-themed events attract public participation
- Sustainability summits guide the green development of industries
- Chinese consumers actively engaging in sustainability
-
Market Highlights
- Promoting circular economy with paid subscription model
- Figure 13: The Cyclon programme by On, 2022
- Maximising sustainable impact through partnerships
- Figure 14: “Move to zero” initiative by Nike and Alipay and the clothing recycling programme by Theory and Fei Mayi, 2022
- Engaging consumers in sustainable activities with tangible rewards
- Figure 15: Yili “Answer to the Earth” challenge activity on Douyin, 2022
- Figure 16: The Green Travel Carbon Inclusion Programme by the Shanghai government, 2023
- Promoting circular economy with paid subscription model
-
Features of Sustainable Products
- Eco-friendly material is still the most important indicator
-
- Figure 17: Important features of sustainable products, 2023
- Consumers with higher incomes more concerned about animal welfare
- Figure 18: Important features of sustainable products, by monthly household income, 2023
- Multi-generation families pay more attention to official acts
- Figure 19: Selected important features of sustainable products, by living situation, 2023
-
Pay a Premium for Sustainable Products
- Paying more for sustainable products appears to have become the consensus
- Figure 20: Consumers’ willingness to pay a premium for sustainable products, 2023
- Impress price-sensitive older consumers from a personal angle
- Figure 21: Consumers who will not pay a premium for sustainable products, by age, 2023
- Consumers with kids tend to pay more for sustainable beauty and personal care products
- Figure 22: Consumers’ willingness to pay a premium for beauty and personal care products claimed to be sustainable, by family structure, 2023
- Eco-friendly home appliances can adopt different premium pricing scopes
- Figure 23: Consumers willing to pay a premium for home appliances claimed to be sustainable, by age, 2023
- Paying more for sustainable products appears to have become the consensus
-
Impressive Sustainability Slogans
- Straightforward and actionable taglines are more impressive
-
- Figure 24: Taglines about sustainability that impress consumers, 2023
-
Approaches for Publicising Sustainability
- Considerable gaps exist to meet consumers’ expectations
- Figure 25: Approaches for publicising sustainability, 2023
- Offline activities particularly attractive to committed environmentalists
- Figure 26: Approaches for expected publicity of sustainability, by those willing to pay a 20% premium vs total, 2023
- Considerable gaps exist to meet consumers’ expectations
-
Ways to Obtain Fashion Products
- Buying new is universal while second-hand/renting shows some potential in certain fashion categories
- Figure 27: Ways to obtain fashion items of different categories, 2023
- Consumers with higher education favour DIY/Remake
- Figure 28: Consumers obtaining fashion items by remaking/DIY using old items, by education, 2023
- Buying new is universal while second-hand/renting shows some potential in certain fashion categories
-
Concerns about Buying Second-hand/Renting Fashion Goods
- Product issues top the list, followed by services
- Figure 29: Concerns about buying second-hand/renting fashion goods, 2023
- Younger generations crave a more standardised and regulated second-hand/renting market
- Figure 30: Concerns about buying second-hand/renting fashion goods, by age, 2023
- Product issues top the list, followed by services
-
Appendix – Methodology and Abbreviations
- Methodology
- Abbreviations
Why Choose Mintel?
Mintel is the world’s leading market intelligence agency. We show you how consumers think today and tomorrow. As a trusted partner to industry leaders, we deliver game-changing insights to businesses across the globe, fuelling their marketing and innovation strategies that will shape the future.
Access high-quality market research with every purchase of Mintel’s consumer reports. Here’s what else is included in your report purchase:
- Multiple Report Formats: Mintel’s reports are available in PDF and PPT formats, and are delivered straight to your inbox, so you can easily share Mintel’s market intelligence.
- Access to Mintel’s Clients Portal: After your purchase is completed, you’ll receive an invitation to join Mintel’s Clients Portal, providing instant access to supplementary insights from Mintel’s industry experts.
- Interactive Databook: Mintel’s bespoke consumer data is presented as an interactive website, so you can deep dive into your chosen topic, explore demographics and download specific statistics.
- Custom Presentation Tool: Easily incorporate selected research data and analysis into a tailor-made presentation to win over clients and stakeholders.
Below is a generic PDF sample report. Understand what you are buying.
Please Note: All of the figures, graphs, and tables in this sample report have been redacted.
£ 3,695 (Excl.Tax)
-
Download today with instant access
Pay via credit card or purchase order
-
Multiple formats provided
We send a PDF, Powerpoint and Excel Databook straight to your inbox. An interactive version of the report is also available on our online platform
-
Interactive databook included
Focus on the data that matters most to you with a customisable databook avaliable on our platform
Next Starts Here
Whatever your business needs, we have the solution. From market intelligence reports to customised growth strategies.
Learn moreTrusted by global industry leaders
We’ve found it so useful working more closely with Mintel. They helped support our recent flagship event for our top suppliers by providing a really unique viewpoint on the future of online retailing.
Nick Carroll from their Retail Team was also an excellent panelist, sharing useful and actionable consumer insights. We definitely look forward to working with Mintel again on future projects.
Zac Steele, E-Commerce Trading Development Manager, Waitrose & Partners
We use Mintel to inform our thinking and reinforce strategy. If you’re presenting new ideas, it’s essential they are underpinned by robust data and evidence, and clearly rooted in fact.
Mintel gives us all that. It’s a great brand and one that is trusted by clients.
Marie Stafford, European Director, The Innovation Group, VML
One of the biggest challenges we face is the need to get smart on a business or category real quick.
We are talking to clients who live and breathe their category every day and the expectation is that we will be able to get caught up very quickly, and bring the thinking that can help them.
We need to do that often in a matter of days, so it’s not a small ask. Mintel gives us a very articulate view of category conditions and does so at the speed we need it.
Jeff White, Business Development Director, Deutsch
We have such a great working relationship with Mintel on lots of different levels. As an insight partner, they have helped us to develop our business planning in specific categories as well as supporting our creative process but they’ve also been super helpful with facilitating our events in their inspirational offices near St Paul’s.
They’re an innovative company, with a client-focused team that always delivers.
Abby Carvosso, Group Managing Director, Bauer Media Group
When I’m investigating specific sectors I tend to use Mintel reports for their forecasting, which I’ve always found to be very accurate.
They also offer really broad and deep coverage in their reports. They are very, very detailed. For example, we were able to gain insight across a wide range of business areas from just one report, proving that Mintel is excellent value for money.
So overall, it’s the level of detail and the quality of forecasting that really stand out for me.
Rebecca Green, Market Insight Manager, Wincanton
Next Starts Here
Whatever your business needs, we have the solution. From market intelligence reports to customised growth strategies.
Learn more
