Over a third of the UK population (35 per cent) are actively shopping for more sustainable brands.

Strategy consultant OC&C’s latest Retail Proposition Index reveals the behaviour is being driven by Gen X and Millennials who are most likely to swap their current habits for more sustainable ones, which is good for the planet as they are the biggest spenders.

The report also found that older shoppers are driving the biggest shift in shopping sustainably and that Baby Boomers intend to do 39 per cent of their shopping online (compared to 30 per cent pre-Covid), demonstrating the growing attraction of the convenience offered by online channels.

Meanwhile, Gen Z are the most eager to get back in stores.

The survey of 40,000 consumers globally on their shopping habits and perceptions of top retailers has found that £150bn of retail spend is now controlled by consumers actively choosing to buy from sustainable brands – mostly driven by Gen X and Millennials.

Although older generations are also contributing to this behavioural shift there has also been an increase across the British population, with 71 per cent now caring about sustainability and changing their behaviour, compared to 44 per cent in 2019 (+27 per cent).

Sohini Pramanick, partner at OC&C, said: “It is vital that retailers recognise this change in consumer behaviour and put sustainability front and centre of their business strategy, it’s a positive impact for the planet, makes good business sense and is non-negotiable to the consumer.”

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