Companies that demonstrate their products’ climate credentials are set to appeal to the growing number of consumers expressing their environmental concerns through their purchase choices, according to a survey released earlier this month.
International market research firm YouGov and global environmental consultancy Carbon Trust questioned 5,000 consumers across the UK, France and Germany in the run-up to this year’s COP22 climate talks in Marrakech, Morocco. Findings include:
- Green Enthusiasm: More than half (55%) of UK consumers said they would feel "much more than positive" about a company that has reduced the carbon footprint of its products, with 50% of Germans feeling the same. Moreover, 75% of French consumers claimed they would feel "more positive", with 30% saying they would feel "much more than positive".
- Conscientious Consumers: One in five said they consider climate change when purchasing products, and 37% claim it's important to know that the businesses they buy from are taking action against it.
- Global Tipping Point: Darran Messem, managing director of certification at the Carbon Trust, said: "It seems we are reaching a tipping point. The demand for sustainable products is there in principle and actively green consumer behaviour is following in its wake."
"And this is not just happening in Europe," he added. "For example, at the Carbon Trust, we are actively working with the Chinese government on a major new scheme to enable greener purchasing behaviour, with a pilot taking place in Guangdong."
See Sustainable Futures Update: The Consumer of 2030 for more.