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Discussions about the human impact on the natural world have made sustainability a defining factor for consumers across the globe. More shoppers expect companies to offer eco-friendly products and packaging, and many will drop businesses that make no efforts towards sustainability altogether.
In a survey of 1,035 Australians and 531 New Zealanders, Toluna gains insights into evolving consumer sustainability trends. The results of this study can help regional companies satisfy their customers’ current demands.
Sustainability has become a crucial consideration for people choosing a brand, product, or retailer. For one in five consumers in Australia and New Zealand, sustainability is a top concern when making these decisions. Additionally, respondents from both countries plan to live more sustainably in 2021 and beyond.
About half of the respondents from both countries said they shifted their shopping from traditional retailers and supermarket chains to support farmer’s markets, boutique eco-stores, and online options. In some cases, consumers stopped using products from brands and stores they believed were not minimizing their environmental impacts. This practice is most common among young consumers in both countries between the ages of 18 and 34.
The growing trend for the importance of sustainability is most evident in product packaging: 82% of Australians and 85% of New Zealanders value sustainable packaging, with environmental concerns driving their purchases. This sentiment is strong across all age groups in both countries.
63% of Australians and 62% of New Zealanders claim sustainable packaging is more important to them now, compared to how they felt last year or two years ago.
Toluna delivers real-time consumer insights at the speed of the on-demand economy. We do what no other insights company can, we combine the industry's first end-to-end consumer intelligence platform, Toluna Start with, award-winning research design, vertical expertise and a panel of over 30 million consumers.