Price Trumps Planet?

British consumers seek sustainability on a budget.

A new Ipsos poll from April 2025 shows a clear split.
British people worry about the planet.
They also watch the price tag.

Key Findings from Ipsos Survey of 1,088 UK Adults (Ages 16-75)

• Price matters most.
 • Ninety-three percent of Britons say price is very or somewhat important.
 • Quality (92%) and convenience (88%) come close behind in their words.

• Price counts more now.
 • Sixty-five percent say price matters more than last year.
 • Economic pressure makes them watch costs closely.

• More care for the earth.
 • Sixty-six percent now keep the planet in mind.
 • That is a 7-point jump since last September.
 • Fifty-seven percent also care about social issues.

• Young people lead on ESG.
 • People aged 16–34 now stress the environment more.
 • Fifty-six percent say it matters more in their choices, a boost of 13 points since September 2024.
 • Nearly half also note more care for social issues.

• Sustainability in products.
 • In groceries: 58% check for sustainability.
 • In household goods: 55% look for green marks.
 • In toiletries/beauty: 55% keep the eco promise.
 • In travel: only 47% do so.
 • In banking: 35% care.
 • In broadband: 33% mark it.

• Living costs hurt green goals.
 • Half want to care more for the planet but feel poor.
 • Forty-four percent try to save money and keep their green side intact.

• Top green points for buyers.
 • Fifty-three percent check packaging.
 • Forty-five percent watch where materials come from.
 • Forty-one percent care about ethical work.

Expert Insight

Rachel Brisley, Head of Energy and Environment at Ipsos, says:
"I see a clear clash.
Economic needs pull against green hopes.
Young people push for more about the planet.
Yet price stays the king.
Brands must offer green options that do not break the bank."

Implications for Sustainable Brands

• Consumers want eco-friendly goods.
 • They must stay within tight budgets.

• Transparency matters.
 • Buyers favor ethical sourcing.
 • They also like eco-packaging.

• Young people are the key group.
 • They respond to clear ESG ideas and fresh innovations.

Survey Methodology

• Ipsos polled 1,088 UK adults aged 16-75.
 • The poll ran online from April 4-7, 2025.
 • The data match British demographics.
 • Margin of error and survey limits are in play.

This Ipsos insight shows a clear market split.
Consumers demand green products.
But tight budgets force choices.
For brands, the path is clear:
Offer sustainable products that cost less and work well.

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.