Blog IMA Europe

God Save The Green: Marketing to Eco Conscious UK Shoppers

Ethical, eco-conscious consumers are no longer outliers in the UK. Despite challenges in the last two years like rising fuel prices and the enhanced cost of supermarket essentials, shoppers across many generational groups seek products that align with their values, even at the expense of affordability.

The most recent 2024 study in this area found that more than four-fifths (80%) of consumers are willing to pay more for sustainable goods and up to 9.7% more for goods that meet specific environmental criteria.

Marketing to the UK? Here’s what you need to know

Eco and ethical don’t stop at recycling. 83% of consumers say they favour brands that align with their values and this could be diversity, sustainability or trust. 75% say they are uncomfortable purchasing from a brand with poor personal data ethics. 66 per cent of consumers would look to buy from brands with strong ethical credentials.

The UK market is one of the most likely places to distrust businesses. In a global study, only 15.4 percent of UK consumers believe what companies say in their advertising, with the rest being neutral, disbelieving, or unsure.

There are days you can align with, but ensure your whole process can back up your eco claims!

Elaine Keep
Freelance B2B Content Writer
he***@********ep.com
elainekeep.com

Inspiration

John Lewis has launched the first wave of products in its new circular collection to reduce the environmental impact of the clothing they sell.

V12 footwear uses AI to help people find their correct fit the first time, reducing the number of shipping journeys and the resulting carbon emissions that occur when items are returned. It also uses 3D sampling technology at the design stage for a more accurate manufacturing stage and less leftover material.

The National Sustainability Awards ‘Company of the Year 2023’ Phillips offers a range of ecopositive initiatives, from renting electricals through a subscription scheme to offering refurbished items.

Marks & Spencer allows customers with unwearable clothes (from any label) to return them in a prepaid postal donation bag left with a courier as part of their long-standing ‘Shwopping’ collaboration with Oxfam.

Areas to focus on

Build trust by openly communicating your sustainability efforts and ethical practices. Provide detailed information about product sourcing, manufacturing, and supply chain processes to assure consumers that claims are genuine.

Clearly articulate how customer data is collected, used, and protected.

Reflect diverse values in marketing and product offerings. Engage with different communities to show a commitment to inclusivity, which resonates with the 83% of consumers who value brands aligning with their beliefs.

Consistent eco practices: Beyond recycling initiatives, ensure that your entire business process, from production to delivery, is sustainable. Align marketing with actual practices to avoid greenwashing and build lasting consumer trust.