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Price Trumps Planet? British Consumers Seek Sustainability on a Budget – Ipsos Survey April 2025

A recent Ipsos poll in the UK shows a clear strain. Consumers grow aware of sustainability. Their budgets, however, force them to choose cost first. Shoppers now keep green goals close to their hearts while sticking to a tight wallet.

Key Findings from the Ipsos UK Poll (April 4-7, 2025)

• Price Dominates: Britons rate price as very or somewhat important at 93%. Price stays the lead, close behind quality at 92% and convenience at 88%.
• Growing Price Sensitivity: Compared to 2024, 65% of consumers say price matters more now. Their cost-of-living worries push this change.
• Sustainability Awareness Increasing:
  • Environmental impact matters to 66%. Social impact matters to 57%.
  • Forty-one percent see the environment as more important than a year ago. This is a 7-point rise since September 2024.
• Younger Consumers Lead ESG Focus:
  • People aged 16-34 now value the environment more. This group jumps 13 points to 56% in care for nature.
  • Nearly half (48%) also prioritize social impact more than before.
• Sustainability Considered Differently by Product Type:
  • Groceries (58%), household products (55%), and toiletries/beauty (55%) show high interest in sustainability.
  • Travel/accommodation (47%), banking (35%), and broadband (33%) fall behind.
• Financial Barriers Restrict Sustainable Choices:
  • Half of Britons want to act more eco-responsibly. They feel the cost stands too close between them and their green choices.
  • Forty-four percent work to save money while keeping an environmentally friendly lifestyle.
• Top ESG Concerns:
  • Packaging materials matter to 53% of respondents.
  • Sourcing origins rank at 45%, and labor practices at 41%.

Expert Commentary

Rachel Brisley, Ipsos Head of Energy and Environment, makes a clear point. She says, “Businesses aiming to attract eco-conscious consumers must balance affordability with sustainability. This balance is hard amid financial stress.”

Survey Methodology

Ipsos surveyed 1,088 adults aged 16-75 in Great Britain via an online questionnaire. The data were weighted to match the national demographic profile.

Takeaway for Sustainable Brands and Consumers

This Ipsos survey shows that Britons think about both cost and sustainability. Budget limits often keep green choices at a distance. Brands must make products that stay sustainable and affordable. In doing so, they help consumers do more for the planet—if the cost is right.

Sources:
Ipsos UK Poll, April 2025
Rachel Brisley, Head of Energy and Environment, Ipsos
Download full report and charts from Ipsos

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