How consumers are embracing sustainability

Adoption of sustainable lifestyles is on the rise, but consumers need more help!
Deloitte has conducted a survey into consumer attitudes and behaviours around sustainability,
and over that period our research shows that consumers are increasingly making conscious
decisions with sustainability and the environment in mind. However more needs to be done to
give consumers greater access to information and offer better affordability and availability of
sustainable options.
We carried out the first survey in March 2020, before the worst of the COVID-19 pandemic, and
on conducting the survey again in March 2021 the results showed that while consumers adopted
more sustainable lifestyles during the pandemic, for example by shopping more locally and/or
more seasonally, this was due more to the impact of COVID-19 rather than a conscious choice to
adopt a more sustainable lifestyle.
In 2022, our research indicates that with fewer choices and opportunities due to the impact of
inflation and supply chain disruptions, consumers are finding more 'innovative' ways to spend
less, for example by adopting a more sustainable lifestyle and choosing goods that are more
durable or that can be reused or repaired easily. With economic uncertainty continuing, the
question remains: will these behavioural changes become permanent?
What actions are consumers taking to lead a more sustainable lifestyle?

#1: Recycled or composted household waste

75%
#2: Reduced food waste
69%
#3: Limited the use of single-use plastic
64%
#4: Reduced the amount of new products and goods I buy
59%
#5: Bought more seasonal produce
54%
#6: Repaired/fixed an item instead of replacing with a brand new equivalent item
53%-
#7: Limited water usage
52%
#8: Bought more locally produced goods
48%
#9: Chosen brands that have environmentally sustainable practices/ values
40%
#10: Bought second-hand/refurbished items
40%

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#11: Reduced consumption of meat/ animal products
39%
#12: Paid extra for a more durable/long lasting product
38%
#13: Chosen brands that have ethical practices/ values
37%
#14: Reduced my air travel
34%
#15: Stopped purchasing certain brands or products because I had ethical or
sustainability related concerns about them
34%
#16: Opted for low carbon emission and/ or shared modes of transport
30%
#17: Switched to renewable energy sources
16%
#18: Changed some, or all, of my personal financial investments for more ethical or
sustainability related investments options
11%
#19: Purchased carbon offsets
10%
#20: Contacted a brand to raise an issue on their sustainability or ethical practices/
values
7%
#21: Hired/Rented items instead of purchasing
7%

There is a sharp increase in the number of people who have adopted a more sustainable lifestyle
in the last 12 months. Compared with 2021, consumers have significantly increased their focus
on buying just what they need, on reducing their meat consumption and on opting for low carbon
emission modes of transport. This could, in part, be driven by current inflationary pressures that
are making people reduce their overall expenditure on grocery and transport.
More consumers are also being more proactive in their pursuit of adopting a more sustainable
lifestyle, whether by choosing brands that have ethical or environmentally sustainable practices
and values, or by no longer purchasing certain products because they have concerns around the
brand's ethical or sustainability practices or values. The trend around people purchasing more
seasonal produce has also continued to grow in 2022.
For most consumers, adopting a more sustainable lifestyle starts at home recycling or composting
waste or reducing food waste. The next area of focus is reconsidering how they shop and consume
whether it is limiting their consumption of single-use plastic, reducing the number of new

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 products they buy, or by buying more seasonal products. Consumers are also embracing
'circularity' with one in two claiming to have repaired an item instead of replacing it with new
equivalent. However, only one in ten claimed to have purchased carbon offsets and only 16%
switched to renewable energy sources, which could reflect the fact that these activities are less
accessible.
What are the main barriers to adopting a more sustainable lifestyle?
52% - It's too expensive 32% - I have already adopted this behaviour as part of my lifestyle more
than a year ago

51% - I'm not interested 30% - It's time-consuming

48% - I don't have enough information 28% - Because of the current economic uncertainty (i.e. the impact of
rising prices)

42% - I don't believe it makes a difference 23% - To save money

41% - It's too complicated / difficult to do 19% - I wasn't aware this is a sustainability issue

38% - It's not available 16% - It isn't good quality

37% - It's too inconvenient (i.e. requires too much effort on my

part)

Source: Deloitte. (2022). How consumers are embracing sustainability. Available from:
https://www2.deloitte.com/uk/en/pages/consumer-business/articles/sustainable-
consumer.html (Accessed 10 February, 2023).

Instruction
Read the extract above from the Deloitte Report on how consumers are embracing sustainability.
The report has numerous insights that can be used. For purposes of the group assignment, I have
extracted two main insights to focus on that will guide you. These are:
• What actions are consumers taking to lead a more sustainable lifestyle?
• What are the main barriers to adopting a more sustainable lifestyle?
You must read through the rest of the report to gain better understanding, however, use of the
insights above needs to be evident in the completion and execution of your assignment. You may
conduct further secondary research to inform and guide your assignment.