UK consumers to switch to brands that match their values - research

Almost 9 in 10 (87%) of the people polled say their values and things they care about are playing a greater role in how and where they choose to shop, with many retailers now looking to out-promote each other around their purpose and green credentials.

The report compiles data from almost 10,000 consumers from Europe, Asia, and Africa, including 1,000 in the UK and reveals, among other things, the risks to retailers of not acting ethically in the eyes of their consumers. It also shows how consumer behaviours and expectations have shifted as online shopping has increased, with many demanding more personalised and innovative experiences.

The findings include data around the rise of the ethical shopper, notably, 18% say that the top priority for them when choosing who to shop with is a retailer which aligns with their personal values and ethics, the price of a product is the top consideration for 53%, rising to 64% among those over 55, and 30% want full transparency into the ethics of retailers’ supply chains. 

The research also found that ‘offline’ behaviours, such as window shopping, are beginning to spread online as shoppers make multiple visits to ecommerce sites before purchasing. 68% say they are re-visiting ecommerce sites numerous times before making a purchase, more than they did in 2021. This trend of ’micro interactions’ typically means people browse sites three times before making a purchase, pausing most commonly over home furnishings (84%) or clothes (82%).