UK survey indicates more embrace sustainable lifestyles

The company says its 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 choosing goods that are more durable or that can be reused or repaired easily.

It adds that more needs to be done to give consumers greater access to information and offer better affordability and availability of sustainable options.

The three most popular activities reported were:

• Recycling or composting household waste at 75%
• Reducing food waste at 69%
• Limiting single plastics use at 64%

Compared with 2021, activities that are growing the most include consumers buying just what they need, up 20 points to 59%, reducing meat consumption, up 9 points to 39%, and opting for low carbon emission modes of transport, up 11 points to 30%.

The survey also shows people are embracing the circular economy buying more durable and repairable products, as well as second hand items, with clothing, furniture and electronics topping the list.

What makes a product sustainable?

When asked what makes a product sustainable, the majority of consumers say being biodegradable or made from recycled material, followed responsibly sourced, use of minimal packaging, being carbon neutral and supporting biodiversity. 

However, when considering a purchase, consumers are more likely to value durability and repairability over recyclability or biodegradability, says Deloitte.

Interestingly trust in labelling is very low, as is trust in business. Deloitte says nearly half of respondents don’t know what information to trust or state that nothing can influence their trust in a corporation’s commitment to sustainability. Having a transparent, accountable and socially and environmentally responsible supply chain is trusted by most, more so than verifications, B-corps and NGO partnerships.

Tops reasons people give for not making sustainable choices include products being too expensive, a lack of interest in the topic, and a lack of information. Around half of respondents gave each of these reasons. 

According to the survey, people would adopt more sustainable lifestyles if it was more affordable and if there were better schemes to remove plastics and packaging.

Read the Deloitte 2022 consumer sustainability here.