At Red C, we run a tracker twice a year surveying UK adults to better understand their views on sustainability.
Here are the headlines from this latest report:

• The disconnect is growing between sustainable living and how much people believe their own actions can make a difference.
• People feel less personally affected by environmental issues vs more pressing health and cost of living concerns.
• Contributing to reducing carbon emissions is increasingly less important vs six months ago.
• However over half of respondents think it is important that the UK continues on the path to Net Zero by 2050, even if other countries don’t. This is particularly true for 18-34yr olds.

There is an increasingly important role for brands to play:

• 6 in 10 find it difficult to know which brand offerings are truly sustainable.
• 2/3 people in the UK expect brands to help consumers be more sustainable.

So what can brands do to help consumers?

• Reinforce the message that small actions add up, your impact matters.
• Prioritise authentic storytelling and transparency about brand sustainability impact.
• Make sustainability relevant to everyday concerns – link to health benefits and cost-cutting tips.
• Simplify the sustainable choice through better labelling and clearer messaging.

Click here to Download Report