“Ipsos has collaborated with Innovation Forum to understand the attitudes of consumers in the US, Great Britain, and France towards sustainable business and how sustainability affects their spending decisions. “Consumers hold companies and governments responsible for sustainability. They are willing to act but feel that their impact as individuals is limited.

Consumers in the US are more focused on the social and governance aspects of sustainability, whereas in Great Britain they are more focused on environment. This may be related to the current political climate and recent events in each country. Younger consumers tend to be more social conscious than older consumers.

“The intent-behaviour gap in sustainability is a result of the barriers faced by consumers when they make purchasing decisions, such as financial cost and access to information. Product labelling is primary way in which consumers understand the sustainability credentials of products.”

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