New research from American Express finds that sustainability remains front of mind for British consumers when they are shopping, despite the current economic climate.
According to a survey of 2,000 UK consumers on behalf of American Express, two thirds (65%) think about the environmental impact of the goods they buy when shopping. Four in 10 (41%) say they prefer to shop locally rather than online, reducing the carbon footprint associated with deliveries driven by e-commerce.
The research found that a third (32%) would spend more on an item that had better environmental credentials, jumping to almost half (45%) among 18-34 year-olds. A similar proportion (30%) of shoppers said that if the cost-of-living crisis wasn’t impacting their day-to-day spend, they’d be more inclined to shop sustainably.
The stats are featured within the new American Express report titled How We Buy: The Trends Shaping Shopping, whichoffers valuable insights on consumers’ buying behaviors and preferences.
“Our research shows that despite the current challenges, sustainability remains important to shoppers,” says Daniel Edelman, VP & UK general manager, merchant services at American Express. “However, as consumers become increasingly selective about where to spend and what they buy, merchants need to scrutinize their own sustainability strategy, and how best to communicate that effectively to customers.”
The study identifies four distinct types of shoppers driven by specific motivations, and provides retailers with insights as to top shopping priorities, payment methods, shopping location preferences, age and more:
- Practical Purchasers – Shoppers with convenience and ease front of mind;
- Savvy Spenders – Shoppers driven by deals and value;
- Sustainable Shoppers – Consumers focused on shopping sustainably; and
- Experience Seekers – Those prioritizing an enjoyable shopping experience.
The complete How We Buy: The Trends Shaping Shopping report is available to download on the free-to-access American Express merchant hub, which provides a range of resources, marketing tools and business offers to help attract and retain customers.