{"id":4033,"date":"2022-11-01T11:04:36","date_gmt":"2022-11-01T15:04:36","guid":{"rendered":"https:\/\/advertisingweek.com\/aw360\/2022\/11\/01\/who-is-todays-uk-consumer-and-why-should-brands-take-note\/"},"modified":"2022-11-01T11:04:36","modified_gmt":"2022-11-01T15:04:36","slug":"who-is-todays-uk-consumer-and-why-should-brands-take-note","status":"publish","type":"post","link":"https:\/\/advertisingweek.com\/aw360\/news\/who-is-todays-uk-consumer-and-why-should-brands-take-note\/4033\/","title":{"rendered":"Who Is Today\u2019s UK Consumer \u2013 and Why Should Brands Take Note?"},"content":{"rendered":"

Recent world events have shifted people’s priorities: from where they live to how they work and what they purchase.<\/em> Here’s what this means for brands.<\/em><\/h1>\n

Consumers increasingly want the products they purchase and businesses they support to reflect their own values, with 84% of global consumers agreeing that, “more brands should do their part in helping the world, especially during difficult times like these.\u201d[1]<\/a><\/p>\n\n\n\n\n\n

For purpose-driven brands, this is good news. According to a recent report from Amazon Ads and research firm Environics<\/a>[2]<\/a> that measured consumer sentiment around purpose and sustainability, brands operating more responsibly can build stronger relationships with future and existing customers. Meaning that by incorporating more sustainable practices, brands can become more sustainable themselves.<\/p>\n\n\n\n\n

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Purpose drives purchase<\/strong><\/p>\n\n\n\n\n\n

Over the past few years, changes to lifestyle and circumstance due to economic uncertainty have given more people the time and incentive to evaluate their choices, and prioritise accordingly. 74% of UK consumers[3]<\/a> say they have recently adapted their way of life to concentrate on things that matter to them, with purpose and sustainability being key areas of focus. 65% of respondents agree that sustainability has become more important in the last three years, and around a third (30%) cite climate change and global warming as top environmental issues.[4]<\/a> And that\u2019s not all. 50% of UK consumers are prepared to go out of their way to choose brands that create sustainable products or have sustainable production processes, showing that this sentiment doesn\u2019t stop at the checkout aisle.[5]<\/a><\/p>\n\n\n\n\n

Making it easier for consumers to shop sustainably<\/strong><\/h2>\n

Through Amazon\u2019s Climate Pledge Friendly<\/a>\u00a0programme, brands can showcase their sustainable products \u2013 on and off Amazon. Climate Pledge Friendly products have met one or more sustainability certifications that help preserve the natural world and will have a label next to them so consumers can easily identify on the Amazon site.[6]<\/a><\/p>\n\n\n\n\n\n

It’s a win\/win for both businesses and consumers: a simple way to make a difference and showcase a brand\u2019s progress toward purpose, while making it easier for sustainable customers to find the products they want.<\/p>\n\n\n\n\n\n

This Climate Pledge Friendly programme ladders up to Amazon\u2019s larger commitments to be net-zero carbon by 2040<\/em>[7]<\/strong><\/em><\/a> and power operations through 100% renewable energy by 2025. In 2021, Amazon achieved 85%, and made 100 million deliveries using zero-emission vehicles in Europe.<\/em>[8]<\/strong><\/em><\/a><\/p>\n\n\n\n\n

Walking the walk<\/strong><\/h2>\n

For all brands, promoting purpose across advertising, in corporate messaging and on social media can resonate with customers, but they need to do more than just talk the talk. 87% of UK consumers[9]<\/a> \u00a0believe more brands should do their part in helping the world, especially during difficult times.<\/p>\n\n\n\n\n\n

Consumers want to see tangible results from a business\u2019s sustainability efforts, and many brands are taking note. One example of this is the Healthy Lives Mission, an $800 million investment through 2030 launched by Johnson and Johnson Consumer Health<\/a> in the US to advance human health while protecting the environment. The commitment is not just a tactic, but a mission baked into the brand across different areas of the business, with a focus on 1) fighting preventable diseases 2) improving product transparency and 3) reducing their environmental impact.[10]<\/a><\/p>\n\n\n\n\n\n\n\n

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Changing brand behaviour can\u2019t be just a footnote on a policy document, either. Savvy consumers expect truth and follow-through. When debunking a brand\u2019s sustainable claim is only an internet search away, it\u2019s important to make sure your message is accurate \u2013 especially since 68% of UK consumers[11]<\/a> say they\u2019re prepared to pay more for brands, products and services that are genuinely authentic.<\/p>\n\n\n\n\n\n

UK consumers are also prepared to shift their spend from brands that don\u2019t deliver on their sustainability promises, with 77%[12]<\/a> saying they\u2019re tired of brands acting like they\u2019re exempt from environmental responsibility.<\/p>\n\n\n\n\n\n\n\n

This intentional switch creates an opportunity for purpose-driven brands to connect with new customers, and cement relationships with existing ones. Nearly three-quarters (72%) of UK consumers believe they can vote with their wallets to show support to brands that are good citizens, and over \u00a0\u00a0\u00a0\u00a0\u00a0half (57%) say they\u2019re prepared to pay more for environmentally friendly products.[13]<\/a><\/p>\n\n\n\n\n

How brands can take action<\/strong><\/h2>\n

The majority\u00a0of UK consumers (78%)[14]<\/a> say they love it when a brand makes them feel inspired. Here are some brands that are leading by example and making an impact.<\/p>\n\n\n\n\n