In October, the UN Emissions Gap report stated that, while possible, it is unlikely that we’ll be able to limit warming to 1.5 degrees, however sustainability is being deprioritised by consumers.   

Amid rising cost-of-living challenges, sustainability concerns are being deprioritized by UK consumers. Recent research highlights that 41% of people “have more pressing things to worry about than the planet right now,” while 51% say they cannot afford the changes needed to live more sustainably. Sustainability has taken the biggest back seat for women and younger adults, with many losing confidence in the power of personal actions to improve the environment. 

Many consumers remain uncertain about how to adopt greener habits, with almost 1 in 3 unsure of the steps to take.  As a result, brands are increasingly being called upon to lead the way, with 70% of UK adults expecting them to provide solutions for sustainable living.  

Practicality continues to outweigh sustainability in consumer decisions. Price is the leading factor driving choices during this economic crunch. Still, sustainability remains a consideration for some, as 1 in 3 consumers have switched products or brands over environmental concerns.  

All things considered, this pivotal moment signals a need for accessible, actionable sustainability solutions aligned with economic realities. 

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