At Red C, we run a tracker twice a year surveying UK adults to better understand their views on sustainability.

From our latest report, it’s clear that whilst the belief in the power of individual action remains, fewer people are following through with sustainable choices in practice. The sustainability gap between generations is stark: Gen Z show the strongest intent, while older consumers are disengaging and less likely to follow through. At the same time, high-profile government incentives around electric vehicles have yet to spark widespread change in consumer behaviour.

Only 6 in 10 UK adults now expect brands to lead on sustainability, showing a clear drop in confidence, and a sign that brands face a growing responsibility to rebuild confidence. Greenwashing concerns are losing bite, with fewer than half prepared to switch away if they suspect false claims. Consumers still seek guidance, but they need proof, clarity, and simpler paths to act sustainably.

So how can brands can help consumers? By providing proof and transparency, show clear evidence of impact to counter scepticism and rebuild confidence. Keep it practical – link sustainable choices to everyday benefits like affordability, convenience, or health. Simplify the switch, through clearer labelling, accessible options, and making sustainable behaviours the easy default.

Download the full report to find out more