A new ‘conscious consumer’, more aware of the environmental impact of their purchases, is emerging from the coronavirus lockdown a new research report by PFS and LiveArea reveals.

For many consumers, the temporary closure of physical shops has provided the opportunity to reassess and re-evaluate their shopping habits. The report, titled ‘Selling Sustainability: Adapting to the New Conscious Consumer’, shows consumer attention in the UK and Ireland has turned to the sustainability of the buying cycle and the environmental impact associated with their changing shopping habits.

Over a third (37%) of UK and Irish shoppers say they are now more conscious of the environmental impact their online shopping habits have than before the pandemic. Meanwhile, nearly three-quarters of consumers expect online retailers and brands to use recyclable packaging (73%); or at least minimise their use of packaging (74%).

Conscious consumer: Supporting sustainability

During lockdown, many consumers have been paying more attention to the sustainability of the products they purchase every day along with the process retailers go through before their successful delivery. As a result, only 37% of consumers are happy with the communication from online retailers or brands on the environmental impact of the groceries and household product items they have bought.

Where and how an online retailer or brand sources a product is also becoming more important in the purchasing process. Over a third (35%) of consumers now say that when making a purchase, a product must be naturally sourced, locally sourced, or sustainable. Over half (56%) of respondents also say they prefer to buy products available within their own country.

Furthermore, 43% of consumers state their preferred shopping methods as being in-store purchase and ‘buy online pick-up in-store’ (BOPIS). These preferences are largely due to the perceived lower environmental impact; in comparison to ordering goods online, which are then sent out for delivery for instance.

Conscious consumer: Tackling the issue of over-purchasing

Although many millennials admit to still over-purchasing and returning items (30% compared to 16% of all consumers), the Covid-19 pandemic has altered consumer habits. Over a third (37%) of all shoppers have stopped over-purchasing as a result.

Due to the pandemic, one in three (30%) shoppers are also returning fewer items than pre-Covid-19 because of environmental concerns. This change in habits could have a big impact on how online retailers and brands approach promotions in the future.

Consumers could also be less likely to have a spending splurge now. Or equally, react in the same way to marketing emails and targeted offers post-pandemic. Instead, choosing to be more realistic about what they need to buy.

Conscious consumer: Return to sender?

Despite buying habits changing and online retailers and brands deploying innovative ways of using technology to replicate in-store shopping experiences, there is still a lack of awareness among consumers about what happens to returned items. In fact, only 26% of consumers report they are aware of what happens to products when they return them.

Figures from Optoro estimate 5 billion pounds of waste are via returns each year. This is contributing 15 million metric tons of carbon dioxide to the atmosphere. Despite this, the new research found 42% of consumers believe the products they return are reused or recycled. Only one in five (22%) are aware that goods are often thrown away or destroyed.

This highlights a need for change. Especially as 71% of consumers say they would change their online shopping habits if online retailers and brands communicated that returns go to landfill.

Conscious consumer: Maintaining positive changes

When it comes to checking the sustainability of products, it seems consumers are actively seeking online retailers and brands who can stand by their sustainable credentials. The survey findings reveal half of consumers in France always check an item’s credentials. This is in comparison to over a third (38%) of those in the UK and Republic of Ireland.

This suggests changes in shopping habits that may have been forced upon them due to something beyond their control have been a wake-up call for individuals and brands alike.

Almost three-quarters (72%) of consumers say they plan to continue with their changed shopping habits following the pandemic. Also, 40% of consumers feel online retailers and brands should continue with reduced carbon footprint initiatives. This includes changes to product delivery and sourcing.

Conscious consumer: Achieving and exceeding expectations

Commenting on the findings is Christophe Pecoraro, managing director of PFS Europe. “For retailers, a change in behaviour and beliefs mean they must work even harder to gain and maintain loyalty from consumers; positioning themselves as a brand that understands the needs and desires of its customers throughout the entire buying journey.

“Getting the balance right is important, but so too is authenticity. Consumers can see through empty gestures – substance is essential. Consumers are now more carefully considering what, where, and how they buy items. The brands that meet these needs will be best positioned to thrive in the future.”

Also commenting is Benoit Soucaret, creative director at LiveArea EMEA. “Our research clearly highlights the immediate need for brands to be more environmentally responsible. The Covid-19 pandemic has made consumers reassess what’s important to them and their impact on the planet. Now, more than ever, these conscious consumers expect brands to deliver on sustainability and are looking for them to communicate how they are doing this.”