Two-thirds of Brits are eager to buy products that do good for the planet and society, but they're baffled by the eco-friendly jargon on labels. A poll of 2,000 adults showed a staggering 66% scratch their heads over green claims, with a mere 7% 'always' getting the gist of what their shopping does to Mother Earth. The survey uncovered that 63% of punters are crying out for shops to help them spot the goodies that are kind to the environment and fellow humans.
Plus, a hefty 77% would put more faith in the eco-bragging of products if they've got the thumbs up from a well-respected body. Amazon's been on the case and rolled out Climate Pledge Friendly badges, making it a east for customers to sift through more than 1.4 million items that have the eco-seal of approval from top-notch certifiers like Rainforest Alliance, Fairtrade International, and Forest Stewardship Council.
John Boumphrey, from Amazon UK , said: "People are shopping for products that align with their values, but aren't always sure which ones fit the bill." "It's also clear they're looking for help from retailers to point them in the right direction for products whose sustainability claims are trustworthy. Which is why we're making it easier to find them.
" The study revealed that 32% of shoppers are more likely to try a new brand or product if their social, ethical and environmental credentials are clearly displayed on the product itself, or at the point of sale online. Shoppers are most likely to look for recyclable packaging (44%), products that are kind to (44%) or come with reduced packaging (36%). Other sustainability features include products made with safer chemicals (33%), items made with recycled materials (31%), and those which protect the rights of workers (27%).
Gen Z adults are leading the way in sustainable shopping, with 57% actively shopping for products that have a reduced environmental and social impact. However, only 39% of Gen X do the same, according to figures from OnePoll.com.
Compared to just 22% of Gen X, 51% of Gen Z and 41% of Millennial shoppers will abandon a purchase if they cannot find clear and relevant information about the product’s environmental or social impact. Interestingly, Millennials are the group most likely to call for retailers to do more to help identify products which have a certification-backed reduced environmental impact. The latest buzz reveals that a almost half (49%) of consumers are on the hunt for sustainable options in food and drinks, as well as cleaning gear.
Beauty products aren't far behind at 41%, with clothes trailing at 33%, and tech gadgets and home appliances getting eco-attention by 23% of shoppers. John Boumphrey from Amazon chimed in with some positive vibes: "It's great to see younger adults are actively seeking out products that are more environmentally-friendly, and made by following ethical practices." He also boasted about the retail giant's green creds, saying, "With more than 50 independent sustainability certifications, we're helping everyone make more informed choices when they shop.
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