Conscious consumers favour high-quality, tasteful and sustainably designed products. They appreciate brands that facilitate an easy and accessible sustainable lifestyle. Understanding these consumer attitudes towards sustainability is vital for businesses aiming to create impactful products. This report reveals five Sustainable Consumer profiles to target, based on their specific values and perspectives.
Delivery
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Key Findings
As a complementary attribute, sustainability enhances a product's overall value
While sustainability is crucial, it is not enough on its own to drive consumer purchasing decisions. Discerning consumers seek products that embody sustainable design and deliver exceptional quality and performance. They appreciate brands that simplify sustainable living without making it prohibitively expensive. Integrating sustainable features enhances a product's value proposition.
Demonstrate commitment through transparent actions (and proof)
As consumers increasingly doubt their individual ability to drive change, they are turning to corporations to take tangible climate action, backed by transparent evidence that builds trust. With a keen eye on every stage of a product's lifecycle, these consumers will be won over by credible claims of carbon reduction, making authenticity essential to differentiate.
Consider market-specific characteristics for effective sustainability communication
Emerging markets are enthusiastic about sustainable products, while developed markets drive spending on them. To develop targeted strategies, it is essential to understand the unique characteristics of each market, including awareness, scepticism and trust levels, and strike a balance between generic and specific sustainability claims that resonate with each audience.
Millennials are ready to spend on proven sustainability
Millennials stand out across consumer segments for backing their sustainable interests with their wallets and their higher trust in product claims. While open to greener alternatives, they seek tangible proof of their choices’ impact, ensuring value for money. Leveraging claims such as “vegan”, “vegetarian” and “plant-based” can boost a brand’s appeal to this demographic.
Gen Z craves circular fashion
Gen Z consumers thrive in the circular fashion arena. They view second-hand shopping as a way to find stylish clothes at good prices, while decluttering their wardrobes, and make the most of rentals to give them access to luxury items - all aligning with their desire to live in a sustainable manner.
Why read this report?
Executive summary
Sustainability fatigue sets in: Consumer awareness remains high, but impact doubts grow
Voice of the Consumer: Sustainability Consumer Types 2025
Sustainability consumer types in 2025
Who are Naturalists?
Naturalists: Attitudes and behaviours
Diet claims can enhance product value for Naturalists
How to communicate to Naturalists
Who are Zero Wasters?
Zero Wasters: Attitudes and behaviours
Embrace circular models, promoting cost-effective solutions
How to communicate to Zero Wasters
Who are Green Spenders?
Green Spenders: Attitudes and behaviours
Balancing sustainability, transparency and value is key to capture Green Spenders
How to communicate to Green Spenders
Who are Low-Impact Livers?
Low-Impact Livers: Attitudes and behaviours
Transparency is key to engage Low-Impact Livers
How to communicate to Low-Impact Livers
Who are Nature Restorers?
Nature Restorers: Attitudes and behaviours
Effective sustainable sourcing communication: One size does not fit all
How to communicate to Nature Restorers
Key findings
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