A shift is underway in who consumers think is responsible for sustainability

This innocuous term was originally meant to help people measure their impact on the earth. However, the rise in popularity of the carbon footprint fundamentally altered the dynamic between who the public saw as accountable for climate change.

Savanta’s new research as part of our Q3 ’Grocery Eye’ report of UK consumers suggests that this relationship may well be changing once again.

Shoppers are more likely to say that it’s the responsibility of brands (48%) and retailers (43%) to educate them about sustainability. Even more starkly, consumers say it’s on brands (41%) and retailers (42%) to make sustainable change happen rather than individuals (36%).

Many brands across categories are rising to the challenge, from KitKat’s 360 ‘Breaks for Good’ campaign, Sainsbury’s pledge to cut plastic packaging by 50% by 2025, or, more generally, retailers signing up to Too Good to Go.

The say-do gap

We know that consumers want to be more sustainable. But there is a clear say-do gap – shoppers are saying they want to act and buy responsibly, and yet their actions don’t follow their words.

Nearly three-quarters (72%) of shoppers say their grocery decisions are at least sometimes influenced by sustainability, while a quarter (27%) state it’s always the case. This rises to 35% for gen Z, whose behaviors and perspectives will continue to shape the industry.

However, one in three shoppers (30%) say they find it difficult to know whether a product is sustainable or not. Awareness of the largest certifications (such as Fairtrade and Assured Food Standards) has significantly decreased since our report last year. This appears to be part of a longer downward trend.

The challenge here is on brands and issuers of certifications of sustainability more generally. Consumers need clear instructions and messaging to be able to make informed choices.

For older shoppers, in particular, this means at the point of sale. Baby boomers are significantly more likely (46%) to look for sustainability messaging on packaging itself compared to other generations. It is still the main sustainability ‘cue’ in the sector.

But while packaging remains important, its role as an indicator of sustainability is declining. That leaves space for other factors to come to the fore. Co-op, for example, has extended its Fairtrade commitment to include 100% of its fresh-cut roses, while chocolate-maker Tony Chocolonely is spearheading a category-wide initiative around responsible sourcing. Meanwhile, electric delivery vehicles are common sights on UK streets.

Gen Z and millennials are more likely than older people to be looking for information on social media, online searches, and online shopping sites. It’s fair to say our research suggests that younger people tend to do deeper research around sustainability. As a consequence, brands need to make sure their sustainability credentials and messaging are weaved through all of their online and physical presence.

Good communications

What does all of this mean for brands? You need to clearly and boldly communicate your role in educating consumers and taking action on sustainability – it’s now nothing less than what’s expected.

You have to make it easy for consumers to make sustainable choices by providing clear information and guidelines. There is likely some work for broader certification bodies to raise their profile and understanding among consumers again as well.

And you have to remain authentic. Because younger consumers, in particular, are delving deeper and looking harder at different brand’s sustainability credentials.