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59% want sustainability prioritized — only 41% think retailers deliver
Shoppers want retailers to curate for sustainability—“59% say retailers should base product selection on environmental friendliness and packaging sustainability”—yet only “41% think retailers are doing a good job”
53% purchase because brands reduce waste
Purchase behavior already reflects scrutiny: 53% bought because of waste reduction, 48% because of pollution reduction, and 46% because of water conservation
40% avoided purchases from environmentally irresponsible companies
Demographics guarantee this pressure will intensify. Retailers who move first—building sustainability into assortment planning, elevating strong performers through placement and promotion, and making environmental impact transparent at point of sale—will own the advantage as these shoppers become the majority.
Shoppers are ready to reward retailers who do the work they can't—filtering for sustainability and proving it credibly. Curation and verification are the new competitive levers in retail.