What is Conscious Consumerism – And Is It The Future?

Conscious consumerism is a growing trend that involves a more intentional approach to buying and using products. 

There are a lot of factors involved in conscious consumerism that we’ll explain below, but in short, it’s a great way to reduce waste and encourage companies to work more sustainably.

Read on to find out everything you need to know. 

Want to find out how your brand can reduce plastic waste? Check out our guide on Capturing the Conscious Consumer, where you can find the benefits of how to introduce a sustainable strategy, advice on how to do this effectively, and ways CleanHub can help you with the transition.

What’s on this page?

01 | What is conscious consumerism?
02 | Is conscious consumerism on the rise?
03 | Which areas of sustainability do consumers care about?
04 | Are conscious consumers willing to pay more for sustainable products?
05 | How has the cost of living impacted sustainability attitudes?
06 | Top ways businesses can attract conscious consumers
07 | Are consumers becoming more aware of greenwashing? 
08 | FAQ

Key takeaways 

• Conscious consumerism is on the rise among every generation 
• 9 in 10 consumers believe it’s important for businesses to act in a socially and environmentally responsible way
• One in ten consumers will make a purchase decision based on carbon footprint data availability
• 73% of Gen Zers are willing to pay more for sustainable products 

What is conscious consumerism?

Conscious consumerism is a mindful approach to buying and using products. It’s ultimately about consuming less, while making sure that what we do consume is sustainable. 

Sustainable products are both long-lasting and either reusable or made from recyclable and bio-based materials. These could be anything from metal drinking straws to bamboo toilet paper, or organic cotton clothing.

Is conscious consumerism on the rise?

Conscious consumerism as a trend can be traced back to the 1970s, but it has grown in popularity among today’s shoppers. For example, in the US, consumers are increasingly seeking out Fair Trade Certified products – a label that signifies high standards of sustainable production. 

In 2012, just 38% of the population recognized this label. But by 2021, that figure rose to 66%. 

And such awareness is only continuing to grow: in the post-pandemic market, 86% of consumers want more sustainable and equitable products. In 2023, 61% of UK adults have reduced the amount of new products and goods they buy, an increase from 2022 figures. And 55% have repaired or fixed an item instead of replacing it with a brand-new equivalent, which is also an increase over last year’s figure. 

Generational breakdown

Conscious consumerism is on the rise among every generation of shoppers, even the Silent Generation. That said, just how big of a factor it actually is varies between age groups. Generation Z is the most willing to pay for more sustainable products, at 73%. 

Recommerce, for example, is one trend of conscious consumerism that’s on the rise in every generation, albeit at different levels. Recommerce is the reselling of used items to new owners, and it’s gaining traction among: 

• 59% of Generation Z (1995-2012)
• 63% of Generation X (1965-1979)
• 64% of Millennials (1980-1994)
• 62% of the Silent Generation (1928-1945)
• 52% of Baby Boomers (1946-1964)

While those levels of popularity certainly differ, we can also see that the majority of each generation shops second-hand. 

That’s a huge win for conscious consumerism, but it should be noted that every generation ranked quality over environmental concerns as their main reason for shopping for sustainable brands. Longevity is still a factor in conscious consumerism, though, and higher-quality clothes don’t need to be replaced as often. 

Which areas of sustainability do consumers care about?

9 out of 10 consumers believe that it’s important for businesses to act in a socially and environmentally responsible way – but what specific areas of sustainability are consumers the most concerned with?

Packaging 

The ability to produce sustainable packaging and products is the area consumers value the most, according to one Deloitte study. 

In fact, about half of US consumers are willing to pay more for sustainable packaging, and 43% say environmental impact is an extremely or very important packaging characteristic when making purchasing decisions. The findings suggest that these consumers favor compostable and plant-based packaging. 

Packaging could be an area of concern for many reasons, including the harm that non-reusable packing goes on to do in the natural world. Among concerned consumers, the impact of ocean litter has become the primary environmental issue, for example.

Want to reduce your business’s plastic footprint? We can help. All you have to do is get in touch with our in-house team using the form below. Once we’ve received your details, we can arrange a call to discuss which plastic recovery plan will suit your business needs best.

Longevity

Durability and repairability are consumers’ top two concerns when making a purchase, meaning they are concerned about how much use they’ll be able to get out of a product. 

This is a key tenet of the circular economy, which is all about taking a more sustainable approach to the buying cycle. 

Carbon footprint 

One in ten consumers will make a purchase decision based on carbon footprint data availability, and 16% believe that measurable carbon footprint data is a core part of what makes a product or service sustainable. 

These may not seem like huge figures, but when you consider that across its lifecycle, the average product results in carbon emissions of 6.3 times its own weight, that’s a lot of potential purchases lost. 

The production and use of household goods and services is responsible for 60% of global greenhouse gas emissions, so it makes sense that conscious consumers are concerned about making purchases that might contribute to that figure. 

Are conscious consumers willing to pay more for sustainable products?

Because they’re higher quality, sustainable products often cost more than single-use ones. The natural raw materials that they’re made of usually cost more than those used in typical products. 

One consulting firm in the Netherlands even found that sustainable products can be 75-85% more expensive than typical products. 

But we already know that conscious consumers are concerned about durability, and the upside to the price tag is that sustainable products can last longer and be reused at the end of their life cycle. 

This is probably why a good percentage of every generation is willing to pay more for sustainable products. It’s Gen Z, unsurprisingly, that leads this charge at 73%, and the Baby Boomers bring up the rear with 42%. 

So, how much more are people willing to pay? One study estimates that about 70% of all consumers would pay up to 10% more, and another 15% of consumers would pay 30% more. The first figure suggests that a sustainability markup of 10% would be generally well received. 

How has the cost of living impacted sustainability attitudes?

Between the pandemic, climate change shocks, and geopolitical upheaval, many factors have combined lately to skyrocket the cost of living globally. People everywhere are feeling those effects on their personal finances, so it’s natural to expect a downturn in the number of consumers willing to pay more for sustainable products.

The good news is, this drop isn’t as dramatic as one might expect. One study found that 55% of consumers are still willing to pay more for “products or brands that work to improve society and the environment,” which is down from 58% the previous year.

Top ways businesses can attract conscious consumers

Consumers care about a brand’s values. In fact, 77% of consumers buy from brands that share the same values as they do. 

But what can businesses do to show consumers that they’re committed to the climate?

Show measurable impact

It’s one thing to say your business is adopting sustainable practices, but it’s more important to illustrate it with proof – this is how you can develop both a good reputation and a trusting relationship with potential consumers. 

One way to provide proof is by publishing reports on how much packaging your business has reduced on the production line, or how many emissions you’ve reduced over time. It also helps to announce any partnerships you’ve made with sustainable organizations, and how that teamwork will benefit the planet. 

Set goals

Setting smaller, realistic goals that ladder up to a bigger change is the best way to start gathering those important proof points. Whether it’s using more sustainable materials or contributing to waste management, there are plenty of ways to get started. 

It’s important to make sure that these goals are achievable and realistic. While everyone wants to make big change, overpromising is one way to damage consumers’ trust. New research shows even large companies are struggling to live up to their own sustainability goals.

The issue is often that companies lack a smaller set of achievable goals along the way: only 27% of these companies have any enterprise-wide environmental, social, and governance (ESG) KPIs in place. 

At CleanHub, we help brands start working to advance plastic recovery and partner with local waste managers to accomplish those goals. Plastic recovery is an impactful place to start if you’re interested in becoming a more measurably sustainable business!

Are consumers becoming more aware of greenwashing? 

Awareness of the need for more sustainable buying practices is rising, which means that shoppers are becoming more aware of companies that greenwash as well. 

One study found that 49% of consumers believe many brands that associate themselves with meaningful causes are just doing so for publicity. 

To steer clear of such schemes, savvy consumers will know to look for clear goals and a measurable, positive impact before giving a company their business. 

Summary 

Conscious consumerism is a popular and important trend in the effort to change the way we produce and consume goods. 

Being more intentional with our purchase decisions, and looking for reusable products that will last a while, is a great way to push companies into creating more sustainable outputs and less waste.

Want to find out how your brand can reduce plastic waste? Check out our guide on Capturing the Conscious Consumer, where you can find the benefits of how to introduce a sustainable strategy, advice on how to do this effectively, and ways CleanHub can help you with the transition.

FAQ

What is another name for conscious consumerism?

Conscious consumerism is sometimes also called ethical consumerism or green consumerism. All of these terms refer to taking a more mindful approach to buying and using products. 

What is the impact of consumer consciousness?

When consumers shop with the intention of making greener purchase decisions, companies are pushed to start producing more sustainable products. Conscious consumerism is a hugely positive step in the right direction!

What are some examples of products that promote conscious consumerism?

Any product made with sustainable materials, like bamboo or organic cotton, that’s made to last long and be reused at the end of its lifecycle, is effectively helping promote conscious consumerism.