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Sandra Halliday Published
November 12, 2025
Demand for sustainable products is "higher than ever" with 30% of Britons willing to pay up to 10% more for a sustainable item compared to the non-sustainable equivalent, even in the wake of the cost of living crisis.
That's according to a study from out-of-home media and infrastructure company Clear Channel UK, which commissioned One Poll to speak to 2,000 respondents about the subject.
And it also found that as many as 10% of older Gen Z and younger Millennials are willing to pay up to 50% more for a sustainable product, while 6% would be willing to pay as much as 51%-60% extra.
Clear Channel’s data showed too that some consumers "are becoming more selective" and 9% "boycotted their go-to brands in the past year because of sustainability-related concerns and now only buy products from sustainable brands".
Perhaps the findings aren't surprising given the weight of information about sustainability and its benefits that we've been seeing in recent years. But what exactly what are the reasons consumers give for their current economic interest?
When asked about the main reasons why brands should focus on sustainability, waste reduction (73%), being good for the planet (70%), spreading awareness (43%), enhancing brand reputation (31%) and trust (30%), increasing customer loyalty (25%) and competitive advantage (22%) were the most popular responses.
Food (38%), clothing (34%), toiletries/cosmetics (26%) and household items (25%) were voted the top product categories people are most likely to buy from sustainable brands.
It’s interesting as well that clothing is the top category 18-24 year-olds (51%) and 25-34 year-olds (44%) are more likely to purchase from sustainable brands. But interest in this drops sharply for those aged 65 and over (23%). Older Millennials (35-44 year-olds) are equally ready to buy food and clothing from sustainable brands (39%).
And what puts consumers off from buying with an eco mindset? High cost (62%), perceived low quality/effectiveness (20%), lack of awareness (10%) and limited availability (6%) are the main reasons.
Britons are already active in some areas of sustainability with recycling (77%), donating to charities (51%), and choosing sustainable/eco-friendly products (29%), among the top initiatives they take part in.
The study also shows that 17% of people check the labelling of products for sustainability certifications; 20% plan to prioritise sustainable brands for future purchases; 23% rate sustainable brands higher than those that aren’t; and 14% say they’re more likely to buy a sustainable product after repeated exposure to its advertising.
With the respondents also clearly worried about the future of the planet (44%) and a sizeable minority (28%) feeling anxious because of climate change, it means 25% “are doing everything they can to minimise their carbon footprint”.
The full report can be viewed here: https://www.clearchannel.co.uk/latest/the-rise-of-sustainable-consumers-and-how-to-market-to-them