High Cost of Living Prevents 65% of People to Adopt a More Sustainable Lifestyle

Over half (57%) of the respondents across 32 countries, find it hard to tell which products are good or bad for the environment

The data from Kantar’s Sustainability Sector Index 2022 also revealed that 68% of the 33,000 people interviewed, believe products that are better for the environment are more expensive. As a result, while 97% want to live a sustainable lifestyle, only 13% are actively changing their behaviour to impact this. Of people who are financially “comfortable”, 53% have actively looked to purchase from companies that offer environmentally friendly products or services. However, this figure drops to 35% for those ‘struggling’ during the cost-of-living crisis.

Over half (57%) of the respondents across 32 countries, find it hard to tell which products are good or bad for the environment, with 61% claiming they would be more likely to but a product which has clear certification explaining its ethical benefits. As well as adopting clearer signposting for environmentally friendly products, survey respondents said the best way that companies could solve waste issues is through offering services that enable sustainable purchasing behaviours, such as through refurbishment, repair or sharing.

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