When it comes to sustainability, consumers and retailers have their work cut out for them. At least that’s the conclusion of two new surveys.
One of the reports focuses on the buyers’ view of the sustainability measures taken by sellers who offer e-commerce. According to a survey of 8,000 global consumers from Descartes and SAPIO Research, only 38% of people feel that retailers are doing a good job of using sustainable delivery practices. More than half of these respondents (54%) say they are willing to accept longer lead times if it means eco-friendly shipping options.
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That report, “Retailers: Sustainability Is Not a Challenge, It’s an Opportunity,” also found that sustainability practices are a priority among young consumers. Forty-two percent of respondents aged 25 to 34 said they often or often make purchasing decisions based on the environment, versus 34% of those over 65.
“The mistake many retailers make is to see home delivery continuity as another challenge from the consumer instead of an opportunity to gain market share, reduce shipping costs and help the environment, ” said Chris Jones, EVP, industry and services at Descartes. “The study shows that many consumers prefer to buy more from retailers with more sustainable shipping practices and to obtain eco-friendly shipping options that reduce environmental impact and shipping costs. at the same time.”
Another recent survey measured consumer attitudes toward companies’ sustainability efforts and their own commitments to improving the health of the planet. According to a report released by Boston Consulting Group (BCG)70% of respondents feel cautious about corporate sustainability claims and commitments.
The BCG report also revealed that consumers are aware of their own environmental shortcomings. Although 80% say they are concerned about sustainability, only 1% to 7% have paid a premium for sustainable purchases and 20% believe they have a personal impact.
Like retailers, consumers take at least some actions. Nearly 60% say they follow sustainable practices such as recycling products, bottles and packaging (36%), using reusable cloths for cleaning (35%), and buying refillable cleaning and home care products (29%).
In the report, “Consumers Are the Key to Getting Green Mainstream,” BCG focuses on opportunities to bridge the gap between purpose and action to facilitate more sustainable change.. “It is easy to interpret these signals as a lack of consumer willingness, but companies will never exploit the potential of sustainable products and services if they only focus on consumers who are willing to pay a premium,” stated by Aparna Bharadwaj, co-author of the report and a BCG managing director and partner and global head of BCG’s Center for Customer Insight. “There is a significant number of ‘in-between’ consumers who are just on the threshold of accepting sustainable products and services. The key question is, ‘How do we motivate these consumers to take action?'”
BCG shares suggestions on how to make progress toward sustainable goals, including pursuing benchmarks set by companies and individuals. For example, while 7% to 16% of consumers say sustainability is one of their top three purchase drivers, 20% to 43% of them may be persuaded to make sustainable products. options when products or services meet other related needs.
Announcing a wider set of benefits for sustainable products, such as health or quality, can double or quadruple the number of consumers who buy them, BCG analysts point out. They also cited other opportunities, such as making locally relevant claims and countering misconceptions about “green premiums” when it comes to pricing.
“By understanding the primary needs of consumers, and by removing real or perceived barriers through innovation and communication, companies can increase sustainable results,” said Lauren Taylor, the other co-author of the report and a BCG managing director and partner and global leader of the company’s customer-centric sustainability topic. “Making the attitude of sustainability an ‘and,’ not an ‘or,’ can be a win-win for everyone.”
