There is evidence of growing consumer fatigue when it comes to making sustainable choices in 2024, according to the fifth edition of Deloitte’s Sustainable Consumer Report.
The survey of more than 2,000 UK consumers shows that, compared to last year, there is a higher proportion of consumers citing lack of interest in sustainability (61% in 2024, up from 58% in 2023), and believing adopting a more sustainable lifestyle makes no difference (47% in 2024, compared to 45% in 2023).
The research also suggests a plateau has been reached in key areas for reducing emissions, with fewer consumers recycling or composting household waste (73%, down from 76%), limiting the use of single-use plastic (61%, down from 64%), and reducing the number of new products and goods they buy (58%, down from 61%).
Price remains a significant barrier to consumers adopting a more sustainable lifestyle. The proportion of consumers stating that they have not taken one or more sustainable actions because it is too expensive has risen significantly in the last two years, up from 52% in 2022 to 61% in 2024. Despite one in three (36%) consumers saying they are willing to pay more to purchase sustainable products and services, the majority (64%) are either undecided or would not pay more.
Emily Cromwell, ESG lead for the consumer industry at Deloitte, commented: “Businesses have a pivotal role to play in removing the barriers to sustainable living. It’s not just about offering greener products; it’s about making them accessible, affordable, and the norm. Through adopting circular business models and embracing greater levels of reporting and transparency they can empower consumers, proving that sustainability and convenience can go hand-in-hand.”
Willingness to be more sustainable remains
Despite sustainable behaviours plateauing, there is a continuing willingness to make decisions with sustainability and the environment in mind. This year, a majority (59%) of consumers say they are more committed to reducing their waste, or to being more energy efficient (51%), compared with last year.
This comes as two fifths (41%) say they are anxious about climate change, with the number rising to 59% amongst 18-to-34 year-olds, indicating ongoing climate concern, particularly in younger age groups.
There is also continued commitment to the circular economy, with two thirds (60%) of consumers taking a product’s reparability or durability into consideration when making a purchase, and over half (56%) saying they have repaired an item instead of buying a replacement. Three quarters (75%) of consumers would consider using a repair service, but a similar proportion (69%) want warranties and authentication before purchasing refurbished goods. Similarly, over half (54%) of consumers say they are more likely to trust refurbished goods from leading brands.
Emily Cromwell added: “The surge in consumers opting for refurbished goods and repair services is already having a significant impact on the sector, forcing businesses to innovate, creating new models that prioritise sustainability and resource efficiency. Businesses who unlock value this way will also respond to growing interest from the market.”
Consumers look to businesses for a helping hand
In 2024, slightly more consumers stated that they have not adopted a more sustainable lifestyle in the past year because it is too inconvenient (from 40% in 2023, to 43% in 2024), or too complicated (from 39% in 2023, to 42% in 2024).
Almost half (45%) of consumers rely on businesses to offer sustainable products or services as standard, rather than on them having to change their consumption habits to make more sustainable choices. Meanwhile, making sustainable alternatives more affordable is cited by more than one in two (53%) consumers as the main area for business to address.
Katherine Lampen, partner and UK climate and sustainability lead at Deloitte, commented: “Achieving a net zero economy is about more than just reducing our carbon emissions – we also need to reduce the material intensity of the products we develop and use. It’s a significant change and one that calls for collaboration across government and industry.
“By acting together, embracing circular operating models, transforming through technology and providing greater transparency, we can better inform and engage consumers, making sustainable choices the easy and attractive option.”
