Stay ahead of the curve with Mintel’s UK Sustainability in Technology Market Report 2023. Our full report is packed with consumer-led market intelligence, the latest trends and consumer behaviours affecting your industry. Get a 360° view of sustainability in the tech industry to help you align your business strategy with the needs of your audience.
Below, we’ve handpicked the key insights analysed in the full report and summarised the core topics.
Key Topics Covered in this Report
- Factors affecting the market for sustainability and technology.
- The impact of inflation and the cost of living crisis on sustainability in technology.
- Purchase drivers of technology products.
- Competitive strategies and launch activity of brands operating in the sustainable technology space.
- Consumer behaviours relating to technology and sustainability.
- Consumer attitudes towards sustainability in technology, including expectations of technology brands’ sustainable practices.
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Sustainability in Technology – What do consumers want?
The cost-of-living crisis will have a knock-on effect on consumer spending on technology. Less will be spent overall, with selling old tech and buying second-hand ways consumers will seek to navigate the effects of the financial pressures they are facing. Devices for rent and refurbished devices offer opportunities for brands to push sustainable alternatives to buying new devices, and help consumers facing financial difficulties.
- 32% of UK consumers agree that renting expensive technology is a good alternative to buying outright.
Durability ranks as the third-highest factor consumers prioritise when buying a new technology product. By focusing on technology that is built to last, brands can also create a lasting impression of reliability. Sustainability can also be presented through the lens of durability, as being an ethical brand is not important to many consumers.
- 52% of consumers say that the durability of a technology product is in their top three reasons for purchasing it.
For consumers, there are barriers to recycling technology, such as not knowing where to go, and concerns over data security. Brands will need to make recycling or donating old devices easy, safe, convenient and financially worthwhile for consumers to encourage their participation.Â
- 44% of UK consumers have not recycled a used technology device but would be interested in doing so in the future, highlighting the possibility that barriers to recycling exist for many consumers.
Purchase our full UK Sustainability in Technology Market Report 2023 to discover lucrative innovation opportunities to help your business grow sustainably during times of financial uncertainty.
Expert Insights from a Technology Industry Analyst
This report, written by Joe Birch, a leading technology analyst, delivers in-depth commentary and analysis to highlight current trends shaping sustainability in technology.
In the broader context of consumers’ life priorities, sustainability often takes a back seat to other areas such as health and finances. When it comes to technology, people are conflicted over acting sustainably and saving money on new devices, and want the government and brands to lead the way on sustainability efforts. To stand out on sustainability, brands can promote the durability and ease of repair of new tech, which can resonate with consumers looking for a future-proof investment.
Joe Birch
Consumer Technology Analyst
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Overview
- Key issues covered in this Report
- Products covered in this Report
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Executive Summary
- The five-year outlook for sustainability and technology
- Figure 1: Category outlook, 2023-28
- The market
- Most people are feeling the effects of price rises
- Figure 2: Technology devices personally owned by household income, 2023
- Refurbished tech can provide value alternatives
- Figure 3: Impact of the cost-of-living crisis on technology purchases, 2023
- Technology brands need to align themselves with the conscientious consumer
- Figure 4: Key factors driving consumer behaviour, 2023
- Legislative backdrop will drive sustainability up the agenda
- Companies and brands
- Major technology brands build on their sustainability visions
- Phone subscription services and repairable devices offer more sustainable vision
- Panasonic showcases sustainable home tech of the future
- The consumer
- Consumers have competing life priorities, so brands must lead the sustainable drive
- Figure 5: Consumer life priorities, 2023
- Promote sustainable technology through the lens of durability
- Figure 6: Purchase drivers for new technology devices, 2023
- Capitalise on consumers’ interest in sustainable behaviours
- Figure 7: Behaviours relating to sustainability and technology, 2023
- Help consumers make do and mend
- Figure 8: Consumer expectations of technology brands’ sustainable activities, 2023
- Smartphone brands lead on sustainability
- Figure 9: Leadership on sustainability issues, 2023
- Help consumers recycle with confidence
- Figure 10: Attitudes towards sustainability and technology, 2023
- The five-year outlook for sustainability and technology
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Issues and Insights
- With consumer spending power curbed, focus on long-term durability to boost sustainable credentials of tech products
- Promote long-term financial and environmental benefits of smart-home technology to engage consumers
- Subscription and renting tech can be a sustainable way for consumers to premiumise
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Market Drivers
- Inflation will continue to eat into consumer spending power over the course of 2023
- Figure 11: Technology devices personally owned by household income, 2023
- Refurbished tech can provide value alternatives
- Figure 12: Impact of the cost-of-living crisis on technology purchases, 2023
- Consumers’ financial wellbeing has fallen from the highs of 2021, but sentiment is picking up
- Figure 13: Household financial sentiment index, 2009-23
- Consumers have an abundance of old technology hoarded
- Elevate the cultural value of old tech to increase engagement with used technology
- Technology brands need to align themselves with the conscientious consumer
- Figure 11: Key factors driving consumer behaviour, 2023
- Inflation will continue to eat into consumer spending power over the course of 2023
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Regulatory and Legislative Changes
- UK’s ‘Right to Repair’ Regulation can enhance technology’s shelf life
- Energy-intensive appliances could see dimmer future under efficiency regulation rules
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Competitive Strategies
- Microsoft
- Microsoft makes Xbox the first carbon-aware console
- Samsung
- Samsung introduces solar cell technology
- And uses AI to optimise energy consumption
- Figure 12: Samsung’s SmartThings Energy in AI Energy Mode, 2022
- Apple
- Apple uses its services division to push sustainable conversation…
- …and launches self-service repair in Europe
- Google pushes sustainable search results, across travel, clothing and food
- Google will focus on renewables to power its data centres
- Sony
- SKY
- LG
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Launch Activity and Innovation
- Phone subscription services launch to offer a more sustainable way for smartphone usage
- Fairphone launches subscription phone in Netherlands
- Fairphone launches ethical and repairable headphones
- Figure 13: Fairbuds XL headphones, 2023
- Design studio Gomi launches limited edition Bluetooth-equipped speakers, formed from recycled plastic
- Figure 14: Collection One speaker, in Panther finish by Gomi, 2023
- Hewlett-Packard introduces Eco-Edition laptop and AIOs at CES 2023
- Panasonic showcases sustainable home tech of the future
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The Role of Sustainability in Consumers’ Lives
- Consumers have competing life priorities, so brands must lead the sustainable drive
- Nudge consumers to make small sustainable behaviour changes
- Figure 15: Consumer life priorities, 2023
- Older age groups can afford to prioritise sustainability
- Figure 16: Consumer life priorities by generation, 2023
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Purchase Drivers for New Technology Devices
- Ethical brands need to compete on performance
- Promote sustainable technology through the lens of durability
- Figure 17: Purchase drivers for new technology devices, 2023
- Different groups prioritise different factors
- Figure 18: Purchase drivers for new technology devices, by age and gender, 2023
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Consumer Behaviour around Sustainability in Technology
- Capitalise on consumers’ interest in sustainable behaviours
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- Figure 19: Behaviours relating to sustainability and technology, 2023
- Refurbished technology devices can appeal to those on a budget
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- Figure 20: Behaviours relating to purchasing refurbished technology, by financial situation, 2023
- Boost sustainability with cost-saving benefits of smart-home devices
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Consumer Expectations of Technology Brands
- Longevity holds the key for pushing sustainable credentials for brands
- Educate consumers to take care of devices and help them repurpose them
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- Figure 21: Consumer expectations of technology brands’ sustainable activities, 2023
- Help consumers make do and mend
- Younger consumers want proof tech brands respect the natural environment
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- Figure 22: Consumer expectations of technology brands’ sustainable activities, by generation, any rank, 2023
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Brand Leadership on Sustainability
- Incorporate messaging in brand awareness to remind consumers of sustainable efforts
- Space for a tech brand to be a force for good in the wider battle of climate change
- Figure 23: Leadership on sustainability, 2023
- Apple creates greater impression of sustainable practices with their audiences
- Figure 24: Leadership on sustainability, by generation, 2023
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Attitudes towards Sustainability and Technology
- Consumers are conflicted over acting sustainably and saving money; do the hard work for them
- Figure 25: Attitudes towards sustainability and technology, 2023
- Tech subscription services can be an alternative to buying outright
- Peace of mind can be a valuable trade-off against physical ownership
- Figure 26: Attitudes towards sustainability and technology, 2023
- Help consumers recycle with confidence
- Figure 27: Attitudes towards sustainability and technology, 2023
- Consumers feel more engaged in sustainable practices, when they feel their data is not compromised
- Figure 28: Traded in an old technology device for cash or a discount on a new device by Refurbishing old technology carries data security risks, 2023
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- Figure 29: Bought a refurbished technology device, by Refurbishing old technology carries data security risks, 2023
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- Figure 30: Donated a used technology device to be recycled/refurbished by Refurbishing old technology carries data security risks, 2023
- Consumers are conflicted over acting sustainably and saving money; do the hard work for them
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Appendix – Data Sources, Abbreviations and Supporting Information
- Abbreviations
- Consumer research methodology
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