New report shows growing consumer fatigue in sustainability

There is evidence of growing consumer fatigue when it comes to making sustainable choices in 2024, states a recent report calling for businesses to not only just offer green products but also make them affordable and accessible.

According to the fifth edition of Deloitte’s Sustainable Consumer report, there is a higher proportion of consumers citing lack of interest in sustainability (61 per cent in 2024, up from 58 per cent in 2023). A higher proportion of people believe adopting a more sustainable lifestyle makes no difference (47 per cent in 2024, compared to 45 per cent 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 per cent, down from 76 per cent), limiting the use of single-use plastic (61 per cent, down from 64 per cent), and reducing the number of new products and goods they buy (58 per cent down from 61 per cent).

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 per cent in 2022 to 61 per cent in 2024. Despite one in three (36 per cent) consumers saying they are willing to pay more to purchase sustainable products and services, the majority (64 per cent) 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.”

Despite sustainable behaviours plateauing, there is a continuing willingness to make decisions with sustainability and the environment in mind. This year, a majority (59 per cent) of consumers say they are more committed to reducing their waste, or to being more energy efficient (51 per cent), compared with last year.

This comes as two fifths (41 per cent) say they are anxious about climate change, with the number rising to 59 per cent amongst 18-to-34 year-olds, indicating ongoing climate concern, particularly in younger age groups.

Additionally, the survey finding shows that almost half (45 per cent) 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 per cent) 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.”