Retail sales fall as consumers shop more sustainably

In the same week that the BRC announced that retail sales had fallen for the first time in 25 years, new research has revealed that the drop is partly down to sustainability-aware consumers buying less.

While the retail downturn has been widely blamed on consumer confidence, Brexit uncertainty and political instability, it seems that many consumers are simply choosing to buy less due to sustainability concerns.

The new research, conducted by brand purpose consultancy Given London and commissioned with YouGov, reveals that a new conscientiousness may be a central cause of consumers buying less.

Of 2,004 consumers surveyed, 44 % said they were influenced by sustainability concerns in the way they shopped at Christmas in 2019. Significantly, for 51% of those, that meant buying fewer presents than in previous years.

Waste has also become a key issue for consumers. Almost two-thirds (65%) of respondents felt companies should be minimising waste, with 36% actively choosing products with more sustainable packaging.

The research also found that some consumer groups have been more influenced than others, with women (50%) and millennials (54%) the most likely to see their shopping impacted by sustainability concerns.

“It’s perhaps unsurprising that sustainability concerns may have partly driven a slowdown in retail sales over the Christmas period,” commented Becky Willan, md of Given London. “For retailers, it’s important that they discover the role sustainability can play in fueling business growth, rather than in simply slowing it down.”

She continues: “This can be achieved through developing alternatives for consumers through sustainable innovation and new business models that reflect a changing agenda.”

Environmental and sustainability messages are already reaching consumers and influencing their buying behaviour, so brands need to respond accordingly in order to remain competitive in the current market.

MORE NEWS
Majesticnew500x500
 
Popular event will now take place from September 2-4 at The Majestic, Harrogate....
ksdfksjdf
 
Baby product company is offering a digital space for consumers to engage with brands, retailers and experts. ...
kjsfkjd
 
Maternity and nursing pillow brand has teamed up with personal trainer Kelly McFie, owner of Fitness Works....
jsdhf
 
Luxury pushchair brand adapted official launch plans due to Covid-19 restrictions....
PlayNeverCancelled500x500
 
As preschoolers and children across the globe find themselves with more time at home, key toy companies have launched new campaigns to keep them entertained....
SWingsactivitybook500x500
 
Learning resources are taken from brand's accredited national preschool campaign....
Get the latest news sent to your inbox
Subscribe to our daily newsletter