Price Over Planet? Ipsos Survey Reveals Britons Want Sustainable Products but Stick to Budgets

A recent Ipsos survey in the UK highlights a growing tension between environmental awareness and price sensitivity among British consumers when shopping for sustainable products.

Key Findings from the Ipsos April 2025 Poll

• Price is Paramount:
  An overwhelming 93% of Britons say price is a very or somewhat important factor in purchasing decisions, reflecting its top priority above all else.
• Rising Importance of Sustainability:
  Environmental impact ranks as very or somewhat important for 66% of respondents, while social impact matters to 57%. Both metrics show noticeable increases compared to a year ago.
• Younger Shoppers Drive ESG Focus:
  Adults aged 16-34 report the biggest rise in valuing sustainability, with 56% saying environmental concerns are more important than last year — up 13 percentage points since September 2024. About 48% also see greater social impact importance.
• Sustainability Considered by Product:
  Grocery shopping (58%), household goods (55%), and toiletries/beauty products (55%) top the list for ESG considerations, while sectors like travel (47%), banking (35%), and broadband services (33%) lag behind.
• Economic Pressures Limit Action:
  Half of Britons want to do more environmentally but feel financially constrained. Additionally, 44% aim to save money without harming the environment, pointing to complex budget-environment trade-offs.
• Packaging and Sourcing Matter Most:
  Among sustainable shoppers, 53% prioritize eco-friendly packaging materials, 45% focus on where materials come from, and 41% care about labour practices within brands.

Insights from Ipsos Expert

Rachel Brisley, Head of Energy and Environment at Ipsos, commented:
"These findings reveal a clear friction between economic realities and an increasing ESG awareness in the UK. While sustainability gains ground, especially among young consumers, affordability remains crucial.
Businesses aiming to attract environmentally conscious shoppers must provide sustainable products that also meet price and convenience demands."

Survey Methodology

• Online polling of 1,088 UK adults aged 16-75
• Conducted April 4-7, 2025
• Data weighted to represent Great Britain’s population

Implications for Sustainable Brands

This Ipsos survey underscores the challenge for brands producing organic and sustainable products: to capture market share, affordability is as critical as ethical credentials. Marketing strategies, product development, and pricing must align with consumers’ dual desires for sustainability and economic value — a balancing act central to the future of responsible commerce in the UK.

For more sustainability insights and market research, stay tuned to our blog on organic and eco-friendly products.

Design Delight Studio curates high-impact, authoritative insights into sustainable and organic product trends, helping conscious consumers and innovative brands stay ahead in a fast-evolving green economy.