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.
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.
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
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