Finding the Green in Today’s Shoppers: Sustainability Trends and New Shopper Insights

To better understand how sustainability influences a consumer’s shopping behavior and the resulting market opportunities for companies targeting these consumers, Deloitte — in conjunction with the Grocery Manufacturers Association (GMA) — conducted a new study of more than 6,000 customers in 11 major retailers of varying formats concerning their purchasing experience and how sustainable considerations affected their decision making in the store and at the shelf level.  The study confirms that a significant portion of consumers are now considering social and environmental benefits as part of their calculation of product value and purchasing decisions. In addition, it highlights the shopper insights needed to bring new sales and marketing leading practices to consumer product companies, and their retail partners. 

Led by Peter Capozucca, Sustainability Lead for Consumer Products and Scott Bearse, Sustainability Lead for Retail, both of Deloitte Consulting LLP, the study addresses essential questions about how shoppers are integrating social and environmental values into their purchasing behaviors.  Specifically, it focused on addressing the following key questions:

• Who is the sustainable consumer?
• How does sustainability influence the purchasing decision?
• How would the consumer like to be communicated to about sustainability?
• How does the retail environment influence sustainability purchasing decisions?
• What are the key lessons in the area of sustainability consumer trends?