Price Trumps Planet? British Consumers Seek Sustainable Products but Prioritize Budget
An Ipsos survey in April 2025 looked at 1,088 British adults. It showed that consumers care about the planet but worry about cost. The survey connects ideas simply. Each word links closely to the next.
Key Findings:
• Price is Paramount:
Price matters most. Ninety-three percent rate price as very or somewhat important. This importance tops product quality at 92% and convenience at 88%.
• Growing Awareness of Sustainability:
Sixty-six percent value the environment when they shop. Fifty-seven percent consider social impact. The score for environmental impact went up by 7 percentage points since September 2024. • Rising Price Sensitivity Amid Economic Concerns:
Sixty-five percent say price has become more critical than a year ago. Rising cost-of-living pressures drive this view.
• Younger Consumers Lead on ESG:
People aged 16-34 connect strongly with environmental and social factors. Their focus grew to 56% for environmental issues and 48% for social impact, with clear gains since late 2024. • Product Categories and Sustainability:
Consumers pay most attention to sustainability for groceries (58%), household products (55%), and toiletries/beauty items (55%). In travel (47%), banking (35%), and broadband (33%), green factors matter less.
• Affordability Barriers:
Half of Britons want to be more sustainable but feel tied by costs. At the same time, 44% try to save money without hurting the environment.
• Packaging, Sourcing, and Labor Practices Matter:
Among those who value sustainability, 53% care about eco-friendly packaging. Forty-five percent care about material sourcing. Forty-one percent care about ethical labor practices.
Expert Commentary
Rachel Brisley, Head of Energy and Environment at Ipsos, flagged a tough choice for businesses.
"Brands must deliver sustainable options that are both affordable and accessible if they wish to match consumer environmental concern with real financial limits," she said.
Survey Details
• Sample: 1,088 UK adults aged 16–75
• Date: April 4–7, 2025
• Methodology: Online polling weighted for demographic representation
Conclusion
British consumers face a clear choice. They care about the environment, yet price remains the key factor. To win over these buyers, companies must offer sustainable products at prices that work with tight budgets.
For detailed charts and full data tables, download Ipsos’ survey reports.
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.
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