On the back page of the Herald recently was an advert by the marketing company LOCALiQ, where it made use of a regular strapline:
The journey your customer takes is complex, but your marketing doesn’t have to be.
LOCALiQ | Award-Winning Digital Marketing Agency for UK Businesses
This was then followed by the claim that:
34% of consumers say they will purchase more locally sourced products even if they cost more
With the source for this coming from financial services company Deloitte – who have more on their website:
A third of consumers look for brands with strong sustainable (34%) and ethical (30%) credentials…
Environmental awareness amongst UK consumers has surged in the past year with 85% now making more sustainable lifestyle choices
With more from their report:
How consumers are embracing sustainability
Adoption of sustainable lifestyles is on the rise, but consumers need more help
This is the third year 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…
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?
Sustainability & Consumer Behaviour 2022 | Deloitte UK
There’s a lot to take away from the report – much of which would be very useful to businesses. Here are a couple of examples:
Other studies are looking at how interested we are in sustainability when spending money:
Over a third (34%) of UK pub and restaurant goers are prepared to spend more than usual in venues with strong sustainability credentials. Gen Z and Millennials most inclined to splash out on greener choices (47%)Better sustainability credentials and communication could hold the key for hospitality operators to tap into an audience of more than 37 million eco-conscious Brits, according to a report from leading food service technology provider, Nutritics, and hospitality data and insights consultancy CGA by NIQ.
The report, Sustainability Matters: What consumers want and how brands can win, surveyed 5,000 UK hospitality consumers and found that despite the ongoing cost-of-living crisis, sustainability remains a key priority for UK consumers when eating out.
Sustainability Still a Priority for Cash-Strapped Brits When Eating Out | Nutritics