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In 2022, the vast majority of consumers across the globe saw their purchasing behavior become at least a little more environmentally friendly compared to five years earlier. Specifically, over a third of surveyed shoppers noticed a modest change, while nearly 30 percent said they bought sustainable products significantly more often. Nearly one in 10 respondents even claimed they had turned around their way of life in order to be environmentally sustainable.

Sustainability premiums

As the fight against climate change becomes increasingly important, people around the world have become more willing to pay more for sustainability: in 2022, the average sustainability premium consumers around the world considered acceptable for consumer goods came to roughly 24 percent. In other words, shoppers worldwide were willing to pay up to an average of 24 percent more for sustainably produced consumer goods. Unsurprisingly, those with a higher income were willing to spend more than those with average or lower incomes.

Sustainability initiatives of brands

Many companies and brands are aware of the ongoing trend towards protecting the environment and are taking steps to promote sustainability. Allowing shoppers to easily recycle their products, as well as measuring and tracking their own emissions, are just some examples of initiatives a considerable share of brands had taken in the past couple of years.