A shift is underway in who consumers think is responsible for sustainability [Video]

Sustainability speaks when it comes to consumer decision-making. Julie Vigne of Savanta shares new research into changing views in the marketplace.

This innocuous term was originally meant to help people measure their impact on the earth. However, the rise in popularity of the carbon footprint fundamentally altered the dynamic between who the public saw as accountable for climate change.

Savanta’s new research as part of our Q3 ’Grocery Eye’ report of UK consumers suggests that this relationship may well be changing once again.

Shoppers are more likely to say that it’s the responsibility of brands (48%) and retailers (43%) to educate them about sustainability. Even more starkly, consumers say it’s on brands (41%) and retailers (42%) to make sustainable change happen rather than individuals (36%).

Many brands across categories are rising to the challenge, from KitKat’s 360 ‘Breaks for Good’ campaign, Sainsbury’s pledge to cut plastic packaging by 50% by 2025, or, more generally, retailers signing up to Too Good to Go.