Consumer Buying Trends for Sustainable Products: Insights from Deloitte US

Overview

Deloitte’s report, Unpacking the Sustainability Dilemma: How Consumer Values Become Choices, coauthored with the Ad Council, offers an in-depth analysis of the challenges consumers face when trying to make sustainable purchases. It highlights the tension between personal interests and sustainability values and provides strategies for brands to bridge this gap through trust-building and clear communication.

Key Findings

1. Personal Interest Often Takes Precedence

• Self-Interest Dominates: Consumers prioritize personal factors such as taste, quality, and value over sustainability.
• Health as a Trigger: Sustainability concerns gain importance primarily when linked directly to personal or family health benefits.

2. Price Remains a Critical Barrier

• Cost Concerns: High prices are the most significant obstacle deterring consumers from choosing sustainable products.
• Promotions as Motivation: Coupons and discounts can encourage sustainable purchases but risk undermining consumer trust if prices fall too steeply.
• Skepticism on Low Prices: Very low prices on sustainable products may seem suspicious since sustainability often implies higher quality or ethical costs.

3. Defining Sustainability Through Consumer Lens

• Preferred Sustainability Attributes:

  • “Best option for the environment”
  • “Eco-friendly”
  • Certifications such as “carbon neutral” and “organic”
  • Use of “natural ingredients”

• Non-Significant Factors: Taste, price, and company factors (size, ownership) are generally not perceived as sustainability indicators by consumers.

4. The Say-Do Gap Persists

• Despite stating an intent to purchase sustainable products, actual buying behavior often falls short.
• Sustainable purchases are limited to select food categories and have seen only slight year-over-year increases.
• Health-related motives drive most sustainable buying decisions, whereas high prices restrict many.

5. Trust is the New Currency in Sustainability

• Trust Drives Spending: Consumers are willing to pay a premium for brands they trust regarding sustainability claims.
• Building Trust: Brands must demonstrate tangible commitments to sustainability through transparent actions and consistent messaging.

Recommendations for Brands

• Communicate Specific Sustainability Benefits: Clearly articulate how products minimize environmental harm and benefit people and communities.
• Link Sustainability with Personal Health and Value: Emphasize the health advantages and cost-effectiveness of sustainable products.
• Address Price Sensitivity Thoughtfully: Use promotions strategically without compromising perceived value or trust.
• Invest in Authentic Sustainable Practices: Genuine commitments and proof points can boost trust and consumer loyalty.

Conclusion

Deloitte’s analysis uncovers the complex interplay between consumer values and shopping behavior regarding sustainability. To convert intent into action, brands need to focus on trust-building, transparent communication, and sensitivity to price barriers while highlighting personal and environmental benefits. These insights can help companies design effective strategies that resonate with consumers’ evolving expectations around sustainable products.

Source: Deloitte US, “Unpacking the Sustainability Dilemma: How Consumer Values Become Choices”

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