As external pressures, including the cost-of-living crisis, affect everyone, consumers expect brands to  lead in helping them be more sustainable

External pressures continue to be a barrier for sustainability: 4 in 10 (41%) “have more pressing things to worry about than the planet right now” and over half want to “live more sustainably but [are not] able to financially afford to make the changes needed to do so (53%)”. Sustainability therefore continues to take a back seat as consumers battle other threats they perceive as more imminent.

18-34s and women report sustainability taking the biggest back seat, and as a result are seeing the greatest decline in the belief that their personal actions can improve the environment. With the cost-of-living crisis affecting everyone, we see more pragmatism in switching brands with significantly fewer agreeing they would consider switching brands if they suspected them of greenwashing vs last wave.

6 in 10 people now agree that they expect brands to lead on helping them be sustainable (63%). Particularly those most vulnerable want to live more sustainably, but think it is up to brands to come up with the solutions to do so.

There has also been a significant increase in desire among the UK population for investment in public transport infrastructure verses 2 years ago. In comparison, significantly fewer want to see investment priortised for electric car infrastructure. Recent rail strikes and rising costs have likely contributed to increased demand for this type of investment. A national increased awareness of the needs for improved bus services are also likely to have played a role.

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