How consumer demand is fueling the sustainability shift

We’re witnessing a revolution. Consumers aren’t just asking for change – they’re demanding it. People across the globe are waking up to their power, refusing to support businesses that ignore the environmental and social crises we face. Sustainability has shifted from being an option to a mandate.

With 82% of shoppers preferring a brand’s values to align with their own,¹ this is no fleeting trend. It’s a global movement driven by the realization that every purchase is a vote for the kind of future we want. Consumers invest in brands that stand for something beyond profit and take responsibility for their impact.

Urgency is at the core of this shift. From the climate crisis to the mountains of discarded plastic, people now understand that their choices shape tomorrow’s world. They demand transparency, accountability, and meaningful action. The question isn’t whether businesses should embrace sustainability but how long they can survive without it.

Factors influencing sustainable purchasing decisions

The shift toward sustainability is driven by deep-rooted factors that are shaping new trends. These factors reveal why more consumers are prioritizing ethics over convenience.

Environmental awareness

Growing awareness of issues like climate change and plastic pollution has pushed consumers to align their purchases with their values. Brands that reduce their environmental impact are increasingly favored.

Key facts:

74% of consumers say their concerns over environmental impact influence their purchasing decisions.²
79% want an easier way to identify environmentally friendly companies.²

Health and well-being considerations

Consumers are also prioritizing their health. Organic, non-toxic, and eco-conscious products are more in demand as people recognize the link between personal and environmental health.

Key facts:

59% of consumers think that their health and well-being are strongly affected by environmental problems.³
37% of consumers who plan to buy more environmentally sound products say that it will positively impact their physical health.³

Ethical responsibility

Ethical purchasing has become a powerful driver as consumers increasingly care about where their products come from, how they’re made, and the working conditions behind them. Issues like fair trade, human rights, and social justice are central to the rise of conscious consumerism.

Key facts:

88% of consumers prioritize buying from companies that practice ethical sourcing.⁴
64% of Gen Z consumers stated they would stop purchasing from a company if it was linked to unethical suppliers.⁴

Consumer trends and demographics

Key demographics and evolving trends in purchasing power drive the shift toward sustainable consumer behavior.

Millennials and Gen Z are driving change

Millennials and Gen Z prioritize sustainability and transparency more than any other generation. Studies show that 60% of Millennials and 59% of Gen Z are willing to pay extra for sustainable products and services.⁵ Moreover, 81% of Millennials and 79% of Gen Zs believe businesses could and should do more to enable consumers to make more sustainable purchasing decisions.⁶

Income and age affecting sustainable shopping

While younger generations are vocal advocates for sustainability, income and age significantly influence purchasing behaviour. Higher-income consumers are generally more likely to spend on sustainable products, while affordability remains a barrier for lower-income segments. However, increased sustainability awareness is broadening access, with four out of ten lower-income respondents reporting they’ve paid a premium for eco-friendly products.⁷

Regions shaping sustainable trends

The demand for sustainability is global, but its intensity varies across regions. Research shows that 79% of consumers in fast-growing markets like China, India, and Indonesia are concerned about environmental sustainability, compared to 55% in developed markets like the US and Europe.⁸ This highlights how emerging markets are increasingly focusing on sustainability, driving the shift in global momentum for eco-friendly products.

Alcon organized a beach cleanup with Plastic Bank.

Benefits for brands embracing sustainability

Embracing sustainability offers brands significant benefits, from increased customer loyalty to growth in new markets.

Competitive advantage

Brands that prioritize sustainability gain a competitive edge. Recent research reveals that sustainability-marketed products enjoy a price premium of nearly 28% vs. conventionally marketed counterparts. As a result, the percentage of new products that incorporate sustainability benefits has increased every year since 2017.⁹

Enhanced brand loyalty

Brands committed to sustainability often enjoy increased loyalty, as consumers gravitate toward companies with transparent and accurate sustainability claims. In fact, 69% of consumers are more likely to repeat purchases from a brand that uses eco-friendly packaging, highlighting the direct relationship between sustainable packaging and consumer loyalty.¹⁰

New market access

Sustainability unlocks new markets and attracts conscious consumers, younger generations, and high-income shoppers. Companies with a clearly defined purpose are 50% more likely to expand into new markets, with 58% experiencing 10% or more growth in the last three years – outpacing those without a defined purpose.¹¹

Case studies

Companies like Patagonia, Ikea, and Natura exemplify how sustainability fuels success.

Patagonia is a pioneer in environmental sustainability, using recycled materials and promoting the repair and reuse of products through its “Worn Wear” program.¹² This approach has cultivated deep customer loyalty and strengthened its brand as a leader in sustainability. Patagonia also donates 1% of its sales to environmental causes, showing that profit and purpose can go hand in hand.¹³

Ikea guides customers toward sustainable consumption by offering circular product designs that are made for reuse, repair, and recycling. The company is committed to becoming climate-positive by 2030, sourcing 100% of its wood and cotton from more sustainable sources. As of 2020, IKEA had already invested over €2.5 billion in renewable energy, with plans to reduce its carbon footprint further.¹⁴

Natura, a Brazilian cosmetics company, works with over 30 Amazonian communities, including more than 7,000 families, to ethically source biodiversity ingredients. Since launching the Ekos line in 1999, Natura has helped conserve 2 million hectares of forest. Their partnership values traditional knowledge and promotes sustainable practices, directly supporting these communities while preserving the ecosystem. Every Natura product purchased contributes to keeping the Amazon standing.¹⁵

Challenges and strategies for brands embracing sustainability

While sustainability is gaining momentum, several challenges hinder its broader adoption across consumer segments. However, implementing the right strategies enables brands to overcome these hurdles and drive growth while fostering customer loyalty.

Cost and affordability

Sustainable products often come with higher prices, which can be challenging for consumers feeling the pinch of rising costs. Yet, despite financial pressures, 80% of consumers are willing to pay more for eco-friendly options.¹⁶

Brands can capitalize on this willingness by adopting a strategy of transparent cost communication. Clearly explaining where profits go – whether to support communities, fund environmental initiatives, or invest in sustainable sourcing – allows brands to build deeper trust with consumers. This approach shows that sustainable products aren’t just about purchasing goods but about contributing to positive change for the people and the planet.

Consumer skepticism

A YouGov survey showed that 55% of global consumers are skeptical about brands’ sustainability claims.¹⁷ To overcome this, brands must prioritize transparency and authenticity in their operations. One effective solution is partnering with Plastic Bank, a social fintech that empowers vulnerable communities to exchange discarded plastic for money and social benefits.

Plastic Bank’s proprietary blockchain platform enables a fully traceable recycling process, secures income for collection community members, and ensures audit-ready impact reporting. Every exchange is recorded through its blockchain, from registered collection members and collection branches to processors who recycle and ship the materials for manufacturing. This level of transparency and traceability helps brands validate their sustainability efforts, build consumer trust, and make a genuine impact on reducing plastic pollution and helping end poverty.

Lack of information on sustainability

44% of global consumers want to make eco-friendly choices but feel uninformed about how their purchases impact the environment.¹⁸ Brands can bridge this gap by fully communicating their sustainability efforts. However, they must be cautious about overpromising or making false claims, as 77% of consumers say they would stop supporting brands guilty of greenwashing. It is crucial to provide verifiable information to guide shoppers toward more sustainable choices.¹⁹

Brands driving impact with Plastic Bank

Several forward-thinking brands have successfully integrated sustainability into their business models by partnering with Plastic Bank through its Impact Subscription, which funds global plastic collection, empowers communities, and provides businesses with the tools to communicate their environmental and social impact.

Currensea, a payment platform, enables consumers to link everyday purchases directly to environmental impact. Through its partnership with Plastic Bank, Currensea allows users to fund plastic collection with every transaction, seamlessly integrating sustainability into daily life. This approach has enhanced brand loyalty and positioned Currensea as a leader in purposeful innovation.

Hive Cleaning, a certified B Corp, has made sustainability central to its operations. Hive Cleaning demonstrates transparency in its sustainability reporting by leveraging Plastic Bank’s blockchain platform and offsetting unavoidable plastic use. This partnership has helped Hive Cleaning boost revenue, strengthen customer loyalty, and align its brand with circular economy principles.

Reckitt, a global leader in consumer goods, achieved impressive results by clearly communicating its sustainability efforts in its product promotions. Through online campaigns, Reckitt saw a 110% sales uplift and attracted 56-66% new customers, showcasing how sustainability marketing drives business success and meaningful impact.

A new era of purpose-driven business

As consumer demand for sustainability rises, businesses that fail to embrace eco-friendly practices risk being left behind. Companies like Patagonia, IKEA, Natura, and Plastic Bank partners such as Currensea, Hive Cleaning, and Reckitt have demonstrated that purpose-driven strategies meet consumer demands and create lasting, meaningful change. The future belongs to brands prioritizing people and the planet, proving that sustainability and profitability can work hand in hand.

Visit www.plasticbank.com/small-business to begin your sustainability journey with Plastic Bank.