The Rise In Eco-Conscious Consumerism: 52% Of Consumers Now Purchase Based On A Brand Or A Product’s Eco-Credentials.

According to a new study by Hearts & Science (their ‘Forces of Change’ report via YouGov), – more than HALF of consumers (52%) are now making their purchase-decisions based on a brands’ eco-credentials.

One in five consumers (21%) has STOPPED buying from a brand, due to ‘eco-concerns.’ Hearts & Science (through YouGov) surveyed 2,000 UK-based adults for their ‘Forces of Change’ report, – which is a study into the growth of conscious consumerism.

Our concerns over sustainability are at their peak when it comes to our weekly shop, too: 36% of shoppers said that they stopped buying from a particular food and drink brand, – due to its lack of eco-credentials, and 33% are doing the same when it comes to household essentials.

In addition to this, 15% of shoppers have stopped buying from a home electronics company over the same concerns, and 12% of shoppers have stopped buying from a particular sportswear or furniture brand, for the very same reason.

Simon Carr, the Chief Strategy Officer at Hearts & Science, said: “UK shoppers are already voting with their wallets when it comes to eco-friendly products. It’s not just that they’ll choose brands that have the best green credentials, but they’ll actively stop buying those that don’t.

“Brands are now having to be smarter about demonstrating their concern for the environment. They can no longer get away with their old tricks. Savvy consumers want to see evidence that their shopping habits aren’t hurting the world around them, or they’ll simply go elsewhere,” he added.

Overall, more than half of shoppers (52%) thought that a brand’s sustainable and eco-friendly credentials were important when it comes to purchase decisions, – rising to 65% for household essentials, and 62% for food and drink. A fifth of respondents (22%) said that they regularly choose eco-friendly products over the less sustainable equivalents.

The study also found that people are making an effort to be more eco-friendly when it comes to shopping: more than half (55%) use their local high street to avoid transport emissions, and roughly one in ten (9%) now shops at zero-waste and refill stores.

However there are several categories where many shoppers have no idea if their purchasing choices are eco-friendly or not: 22% of cosmetics, skincare and DIY consumers, 18% of sportswear purchasers, and 19% of fashion enthusiasts admit that they have no idea how much of their spend goes towards purchasing eco-friendly products.

Garrett O’Reilly, the Managing Director of Hearts & Science, concludes: “There is now a groundswell of support towards sustainability amongst consumers. If brands fail to address this, they are failing their customers, and society more generally.

“It’s not just idealistic to be green: it makes good business sense. Mark Carney, the Former Governor of the Bank of England, has said that firms ignoring the climate crisis will go bust. It’s the progressive companies that will be able to step in to take their place,” he added.

You can read the full report here: