​Sustainable Consumption: A Rising Trend in Consumer Habits

In recent years the concept of sustainable consumption has gained significant traction. More and more consumers worldwide are becoming conscious of their purchasing habits and their impact on the planet. A particular area of focus has been the Netherlands, a country which is leading the way in promoting sustainable consumerism. However, it's worth noting that this trend is far from isolated to the Dutch. Other parts of Europe, such as the UK, are also witnessing a similar shift in consumer behaviour.

Understanding Sustainable Consumption

Sustainable consumption refers to the buying habits of consumers that seek to minimise harm to the environment. This behaviour can be characterised by actions like choosing products with less packaging, opting for locally sourced goods, or buying items made from recycled materials. The core aim is to reduce waste and limit the depletion of natural resources.

Consumers engaged in sustainable consumption must often grapple with the fact that sustainable products are typically more expensive. Yet the willingness of people to pay a premium price for such items indicates a strong commitment to environmental responsibility.

The price premium between non-sustainable and sustainable brands varies significantly among major retail segments like food and fashion. In the food industry organic or sustainably produced food often costs more because organic farming practices are more labour-intensive and require more careful management. These products can cost anywhere from 10% to 50% more than their non-sustainable counterparts.

Sustainable brands in the fashion industry often have higher price points due to the cost of responsible manufacturing practices. This includes paying fair wages, using high-quality materials that are environmentally friendly and implementing waste reduction measures. The price premium for sustainable fashion varies widely, but sustainable items can cost 20% to 200% more than similar non-sustainable ones.

The Netherlands: A Pioneer in Sustainable Consumption

The Netherlands has emerged as an outlier in promoting sustainable consumption. According to a recent survey, almost half of the adult population in the Netherlands is actively seeking out green energy solutions. A significant 48% of Dutch people are making conscious efforts to make their homes more sustainable.

Spending on sustainable products in the Netherlands has increased by an average of 14% annually since 2013, indicating a positive trend towards sustainable consumer habits. This shift is largely attributed to a growing awareness of the adverse effects of non-sustainable choices.

Consumer Segmentation in Sustainable Consumption

The same survey identified six distinct segments of consumers based on their motivations and actions towards sustainability. They are:

• Moderates: This group values sustainability but takes modest steps towards it. They recycle and reuse, balancing environmental impact with price considerations. They also value human rights, diversity, and gender equality.

• Pragmatists: These consumers see sustainability as someone else's responsibility. Their interest in sustainable behaviour is moderate or low, with price and convenience being the key drivers of their actions.

• Realists: For this group, environmental damage is an inevitable consequence of growing consumerism. They believe in individual impact but expect businesses to facilitate sustainable choices.

• Price-sensitives: This segment has a greater focus on the financial aspects of their spending. They prioritise basic needs and are concerned more about societal factors like clean water and quality education than sustainability.

• Activists: This group believes in the power of the individual to make a difference. They feel a duty to reduce, reuse, and recycle as much as possible and are willing to spend more on sustainable products.

• Collectivists: They believe that everyone should contribute to sustainability. This group is characterised by deeply ingrained sustainable habits and a willingness to make personal efforts for a sustainable future.

Sustainable Consumption in the UK

Similar to the Netherlands, the UK has also witnessed a surge in sustainable consumption. According to a study by Deloitte, 85% of UK consumers have adopted at least one new sustainable practice since 2020. This change has been attributed to the series of lockdowns that allowed people to reflect on their priorities.

Interestingly, there is a noticeable generational split in sustainability behaviours in the UK. Pre-Baby Boomers have reduced their use of single-use plastic significantly, while Gen-Z and younger Millennials are leading the way in reducing the purchase of new goods and opting for ethical shopping.

The Role of Brands in Promoting Sustainable Consumption 

Brands play a crucial role in promoting sustainable consumption. Consumers are increasingly looking for brands with strong sustainable and ethical credentials. A brand's commitment to sustainability can significantly influence purchasing decisions, and those perceived to lack these values risk being avoided by consumers.

The trend towards sustainable consumption is evident in both the Netherlands and the UK. It's a clear indication of a global shift towards more environmentally friendly consumer habits. Brands should take note of these changing preferences and adapt their strategies accordingly to align with the values of their consumers.

For businesses seeking to leverage this trend, understanding the motivations and drivers of different consumer segments can be a powerful basis for developing a differentiated customer strategy. By weaving these insights into their strategies, brands can develop a market approach that is not only sustainable, but also commercially successful.