Consumer trends: Sustainability – is it taking a back seat in everyday life?

Sustainability – is it taking a back seat in everyday life?

In our latest check in with our QuMind online UK panel we have been discussing the concept of sustainability and whether, due to Covid-19, this idea is taking a back seat in everyday life.

For many of us, living a more sustainable, eco-friendly lifestyle is something we care a lot about and aspire to do, (70% say it is important to live an eco-friendly life). With more of us at home now due to the lockdown, we wanted to find out whether there were any positive stories.

The two areas where we see most concern are energy usage and packaging. With many of us at home now, it is difficult to limit electricity or resist putting on the heating, leading to a fear of the next energy bill. In addition, while most of us are keeping on top of recycling, the increase in online shopping means that the battle with the plastic bag and excess packaging is beginning all over again and for some cannot be avoided:

“I haven’t done a lot different as I recycle anyway. What is more concerning is the number of plastic carrier bags online delivery are using, which would not have been necessary under usual shopping habits”

Some of the most common changes we have seen, however, have been more positive. Food waste is at the forefront of many of our minds. The lockdown has led many of us to reconsider the value of food and how much goes to waste. We see people freezing more food, using up leftovers that would normally be thrown, thinking of creative ways to use up scraps, and for some with more space, growing their own vegetables:

“I’m having to plan my meals in advance. I’ve had some interesting meals, but I’m determined to keep food waste to a minimum”

Of course, many of these changes have been caused by the lockdown. However, as we are slowly easing out of it there may be a longer lasting shift, particularly around attitudes to food usage, waste and growing your own food.

So, sustainability is still very much an issue for consumers. Brands need to see this as an ‘everyday issue’ and demonstrate clearly how they can help consumers in their efforts to lead a more eco-friendly life through more efficient use of energy, packaging, and food.

If you have any questions, please contact [email protected].

QuMind is an AI powered, truly integrated Quant & Qual research platform. It boasts self-serve data collection surveys, pop-up communities, online Qual (diaries/focus groups), pop-up community and reporting analysis tools.