UK Everyday Sustainability Consumer Report 2023

Stay ahead of the curve with Mintel’s UK Everyday Sustainability Market Report 2023. Our full report is packed with consumer-led market intelligence, the latest sustainability market research, trends and consumer behaviours affecting your business. 

Below, we’ve handpicked the key insights analysed in the full report and summarised the core topics.

Topics Analysed in this Report

• Economic, social and legal factors impacting brands’ and everyday consumers’ sustainability efforts.
• Consumer perception of own environmentally friendly lifestyle.
• Changes to an environmentally friendly lifestyle compared to a year ago.
• Barriers to leading a more environmentally friendly lifestyle.
• Cost-saving sustainable behaviours adopted by consumers over the past 12 months.
• Consumer attitudes towards sustainability, including brands’ sustainability efforts and greenwashing.

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Everyday Consumer Sustainability: Current Outlook

Despite the cost of living crisis and price being at the forefront of consumer decisions, an overwhelming majority of adults perceive their lifestyles to be environmentally friendly. Young consumers are least likely to adopt traditional or cost-saving eco behaviours, however, with many embarking on new areas in their lives, brands can be pivotal in informing and guiding them to lead a sustainable lifestyle.

• Sustainability market research analysis: 25% of consumers say their lifestyle is more environmentally friendly compared to a year ago.

Everyday Consumer Sustainability: Market Trends and Opportunities

Communicate savings potential of sustainable living

There are a number of financial benefits to sustainable living that brands can highlight to encourage consumers to be more environmentally friendly. This will especially appeal to those who see cost as a barrier to leading a sustainable lifestyle, and is essential now and for the coming years as household finances recover from the cost of living crisis.

• Sustainability market research analysis: 57% of adults have reduced their energy usage at home in the past year. 

Tap into social media’s potential

Educating and providing information to younger generations – like Generation Z – will be key to developing them into sustainable consumers. Openness to new ideas, interest in social media and engaging with brands through technological advancements such as AI can open up opportunities for brands to build connections with young, conscious consumers.

• Sustainability market research analysis: 27% of Gen Z agree that the environment has become a higher priority to them since the cost of living crisis.

Leading Brands Featured in this Report

E.ON, Sainsbury’s, Oddbox, Patagonia, Nobody’s Child, The Little Loop, John Lewis, Zara, Coop.

Expert Insights from a Finance Analyst

This report, written by Yogita Burke, a leading finance analyst, delivers in-depth commentary and analysis to highlight everyday consumer sustainability trends and add expert context to the numbers.

As incomes continue to be squeezed, brands can guide consumers towards everyday sustainable behaviours by communicating the cost-saving benefits.

Yogita Burke
Cross-category Research Analyst