In 2021, 44% of customers chose to buy from brands that have a clear commitment to sustainability.
Forrester Consulting conducted the study on behalf of Shopify. The survey covered consumers and businesses in Australia, Canada, France, Germany, India, Italy, Japan, the Netherlands, New Zealand, the United Kingdom, and the United States. The study included 12,000 global adult consumers who have made an online purchase in the last year, and 350 commerce strategy and decision makers at consumer packaged goods and retail companies that generate at least $500,000 in annual online revenue.
The statistic matters as it signifies a growing demand for sustainability among customers. Brands that prioritize sustainability can attract a larger customer base, enhance brand loyalty, and gain a competitive edge in the market. This shift in consumer behavior highlights the need for businesses to prioritize sustainability efforts and integrate responsible practices into their operations.