Extreme weather is influencing consumers’ climate thinking - Mintel

Mintel’s recent 2022 Sustainability Barometer, provides an insightful analysis of contemporary public attitudes towards the climate crisis across the globe, and how this influences their decisions as consumers.

The report makes it clear that recent geopolitical and environmental events such as the war in Ukraine and concerning heatwaves across the world have impacted the public consciousness. In 2022 Mintel have seen a notable increase in public concern towards global warming, as well as water and food shortages, compared to 2021.

As a result of recent socio-economic uncertainty, Mintel also observes an increased consumer focus on ‘red lines’ that customers will not cross when purchasing. Increased importance is now placed on brand familiarity, quality, and longevity by customers. Mintel uses the example of shopping for an at-home coffee pod product where consumer concerns about recyclable packaging and eco-friendly production processes have taken a slight dip, although they are still key factors in consumer decisions with approximately 25% of consumers viewing them as important.

Mintel concludes that “sustainable products must excel at – or focus on and promote – the expected basics before pushing eco or ethical angles.”’ This does not signal a consumer de-prioritisation of climate-friendly products, but a customer base reconsidering their purchasing decisions in the wake of increased inflation and reduced disposable income.

The Sustainability Barometer makes it clear that in other areas – such as home utility purchases – customers have shown an increased desire to own climate-friendly utilities (solar panels, renewable energy suppliers, roof/wall insulation). This is motivated in part by the current energy crisis where customers can see a benefit to themselves in terms of cost efficiency, and a benefit to the climate.

Mintel also finds that 56% of people think environmental statistics can be depressing, while 68% find that doing things to benefit the environment makes them happy. For businesses it is imperative that communicating the positive effects of purchasing or investing in an eco-friendly product is a top priority in their marketing.

The market for sustainable products remains strong and rising despite the economic pressures faced by a large portion of the general population. However, this uncertainty has meant consumers are likely to be ‘safer’ with their purchases, remaining loyal to brands and less likely to sacrifice a product’s efficiency or effectiveness for sustainability alone.

For more information on how to transition your company to a more sustainable future contact julius@justcommunications.co.uk.