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LoopMe: UK consumer attitudes on sustainability and brands

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To understand consumer sentiment towards sustainability, ad tech company LoopMe surveyed 2,025 UK consumers on 26-30 June 2022. They analysed how important it is to consumers for brands to have a sustainability promise, attitudes towards the pace of fossil fuel companies going net zero and interest in sustainable ways of travelling.

The recent news that environmentalists are suing Dutch airline KLM for “greenwashing” emphasises the stark shift in consumer attitudes towards sustainable brands — and the integrity of those brands in implementing green policy promises.

As the advertising industry and climate change discussions become increasingly intertwined, brands have an opportunity to increase trust and loyalty from consumers with genuinely eco-friendly practices. Although, there is no real way of knowing if a fabric is a true deadstock and eco-friendly, or a factory is just calling it that to sell it.

To understand consumer sentiment towards sustainability, ad tech company LoopMe surveyed 2,025 UK consumers on 26-30 June 2022. They analysed how important it is to consumers for brands to have a sustainability promise, attitudes towards the pace of fossil fuel companies going net zero and interest in sustainable ways of travelling.  

The research reveals that 64% of consumers feel it is important for brands to have a sustainability promise, and over a quarter (27%) feel fossil fuel companies should pick up the pace when it comes to going net zero. 

Females are twice as likely to feel it is important for brands to have a sustainability promise than males, and females are twice as likely to favour a sustainable fashion brand than males.

Key Insights:

  • 64% of consumers feel it is important for brands to have a sustainability promise
  • 27% of consumers feel fossil fuel companies should pick up their pace with regards to going net zero
  • 40% of consumers feel any progress made by fossil fuel companies to achieve net zero is good and a step in the right direction 
  • 80% of consumers are interested in environmentally sustainable ways to travel
  • 48% of consumers would purchase an electric vehicle in the future
  • 46% of consumers favour a sustainable fashion brand
  • 86% of consumers value the importance of sustainably sourced food produce

Key Audience Insights:

  • Females are 2x as likely to feel it is important for brands to have a sustainability promise than males
  • 55-64 year old are most likely to feel fossil fuel companies should pick up their pace with regards to going net zero
  • Females are more than 2x as likely to be interested in environmentally sustainable ways to travel than males
  • 18-24 year olds are most likely to own an electric vehicle
  • Females are more than 2x as likely to favour a sustainable fashion brand than males
  • 55-64 year old are most likely to value the importance of sustainably sourced food produce

LoopMe graphic

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