There is evidence of growing consumer fatigue when it comes to making sustainable choices, according to the latest Deloitte sustainability report – the professional services firm’s fifth annual Sustainable Consumer Report.
The survey of more than 2,000 UK consumers found, compared to 2023, there is a higher proportion of consumers citing lack of interest in sustainability (61% in 2024, up from 58% in 2023). Some 47% believe adopting a more sustainable lifestyle makes no difference (up from 45% last year).
Concerningly for the sustainability agenda and for the planet, the research also suggests a plateau has been reached in key areas for reducing emissions, with fewer consumers recycling or composting household waste (73%, down from 76%), limiting the use of single-use plastic (61%, down from 64%), and reducing the number of new products and goods they buy (58%, down from 61%).
Price remains a significant barrier to consumers adopting a more sustainable lifestyle, according to the Deloitte sustainability report. The proportion of consumers stating that they have not taken one or more sustainable actions because it is too expensive has risen significantly in the last two years – up from 52% in 2022 to 61% this year.
Despite 36% of consumers saying they are willing to pay more to purchase sustainable products and services, 64% are either undecided or would not pay more.
Emily Cromwell, ESG lead for the consumer industry at Deloitte, remarked: “Businesses have a pivotal role to play in removing the barriers to sustainable living.
“It’s not just about offering greener products; it’s about making them accessible, affordable, and the norm. Through adopting circular business models and embracing greater levels of reporting and transparency they can empower consumers, proving that sustainability and convenience can go hand-in-hand.”
Despite the Deloitte sustainability report making for worrying reading in terms of overall consumer sentiment around the green agenda, 59% of consumers said they are more committed to reducing their waste and 51% said they are more committed to being more energy efficient.
And it’s not like the problems have just gone away – with 41% saying they are anxious about climate change. That number rises to 59% among those aged 18 to 34. Some 60% of consumers do take a product’s reparability or durability into consideration when making a purchase, and 56% said they have repaired an item instead of buying a replacement.
Three-quarters of consumers would consider using a repair service, but 69% want warranties and authentication before purchasing refurbished goods. A total of 54% of consumers say they are more likely to trust refurbished goods from leading brands.
Cromwell added: “The surge in consumers opting for refurbished goods and repair services is already having a significant impact on the sector, forcing businesses to innovate, creating new models that prioritise sustainability and resource efficiency.
“Businesses who unlock value this way will also respond to growing interest from the market.”
In 2024, slightly more consumers stated that they have not adopted a more sustainable lifestyle in the past year because it is too inconvenient (from 40% in 2023, to 43% in 2024), or too complicated (from 39% in 2023, to 42% in 2024).
Some 45% of consumers rely on businesses to offer sustainable products or services as standard, rather than on them having to change their consumption habits to make more sustainable choices. Meanwhile, making sustainable alternatives more affordable is cited by 53% of consumers as the main area for business to address.
Katherine Lampen, partner and UK climate & sustainability lead at Deloitte, commented: “Achieving a net zero economy is about more than just reducing our carbon emissions – we also need to reduce the material intensity of the products we develop and use. It’s a significant change and one that calls for collaboration across government and industry.
“By acting together, embracing circular operating models, transforming through technology and providing greater transparency, we can better inform and engage consumers, making sustainable choices the easy and attractive option.”
Last month, Deloitte research showed businesses are upping their sustainability investments. Read the findings on Green Retail World.
[image credit: Green Retail World]
