Price Trumps Planet? British Consumers Seek Sustainable Products on a Budget – Ipsos Survey

A recent Ipsos poll shows Britons want sustainable items. However, Britons choose low price above all else. The survey asked over 1,000 adults aged 16–75 in Great Britain in April 2025. It finds a close link between eco awareness and money matters.

Key Findings

Price Dominates Purchasing Decisions

• 93% of consumers see price as very or somewhat key.
• Quality of goods or service is important for 92%, and ease of use for 88%.
• Environmental impact matters to 66% and social impact to 57%.

Rising Price Sensitivity Amid Economic Pressure

• 65% now say price matters more than a year ago.
• Environmental issues also gain weight, with 41% now rating them higher. This is a 7-point rise since September 2024. ### Younger Consumers Lead ESG Prioritization
• For those aged 16–34, 56% now stress environmental impact. This is 13 points more than in September 2024.
• Social impact climbs 7 points to 48% in this age group.

Sustainability Awareness Varies by Product Category

• Many care about green choices with groceries (58%), household items (55%), and toiletries or beauty products (55%).
• Fewer care in travel or accommodation (47%), banking (35%), and broadband (33%).

Financial Constraints Limit Environmental Action

• Half of Britons (50%) wish to help the environment but feel they lack money.
• Forty-four percent try to save cash without changing their eco habits.

Packaging and Ethical Sourcing Top Consumer ESG Concerns

Among those who value green choices:
• 53% lean toward eco-friendly packaging.
• 45% favor responsible material sourcing.
• 41% care for fair labor practices.

Expert Insight

Rachel Brisley, Head of Energy and Environment at Ipsos, states:
“These findings show a clear link between rising green concerns and cost worries in the UK. Young people push for sustainable choices, yet the tight economy means businesses must serve green options that stay affordable and accessible.”

Study Details

• Sample: 1,088 adults aged 16–75 from Great Britain
• Method: Online survey, April 4–7, 2025
• Data Weighting: Adjusted to match the population
• Note: As with all polls, results may have small error margins.

Conclusion

Consumers in Britain seek eco-friendly products. Yet, price rules in today’s market. Brands must create products that are both green and affordable. This study gives a clear guide for businesses and buyers to work toward smart and sustainable goals without losing sight of budgets.

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