Sustainability, Ethics and the Modern Shopper 2023

Sustainability and ethics continue to be contentious topics for brands and retailers. Many believe they are doing enough in terms of their responsibilities. But a significant and growing swathe of consumers fail to share this view, and are quick to call out organisations with accusations of ‘green-washing’ and paying lip service to sustainability when they feel their stance is more about PR than deep-seated values.

All too often, businesses struggle to understand and meet the expectations of their customers when it comes to tangible action on these issues. And this is costing them - in the customer journeys where customers fail to convert or retain loyalty.

Drawing on data from our Future Shopper 2023 survey, this report unpacks what these expectations are, and how integral considerations around sustainability and ethics need to become, as part of broader business strategies and customer journeys.