Consumers are seeking ethical and local brands

New research by Elavon has revealed that, when it comes to spending, adults in the UK genuinely care how a business operates, not just about what it’s selling. An overwhelming majority of British consumers (90%) are conscious of social responsibility and environmental issues, and plan to increase buying from brands with ethical credentials.

The consumer survey of more than 1,100 respondents in England, Scotland, Wales and Northern Ireland, conducted by Ipsos MORI, also noted that support for ethical businesses was strong across all age groups, from generation y and millennials to those aged 55 to 75.

Top concerns from UK adults looking to purchase from businesses included:

• Safe working conditions (94%)
• The reputation of the business (93%)
• Supporting local businesses (90%)
• Fair supply chain and no use of child labour (90%)
• Environmental sustainability (89%)
• Equal pay (89%)

As well as changing how consumers consider supporting businesses, the pandemic also prompted the growth of contactless and digital payments, which are now clearly here to stay. The most significant rise in adoption was seen within the 55 to 75 age group, with 54% increasing their use of contactless payments. Of those respondents who increased their use of contactless payments, 91% plan to continue using them in the future.

Elavon also noted that digital wallets, while still relatively small in take-up, are a trend to watch. Some 16% of respondents increased their use of digital wallets via a smartphone or watch during the pandemic. A further 79% who use digital wallets said they will continue to do so in future.

Simon Tune, commercial director of Elavon, said: “Our research shows that today’s consumers are increasingly mindful of who and where they decide to buy from, and the environmental and social impacts this might have on our planet and broader society. Businesses should be aware of changing attitudes to become more consumer-focused, which includes offering a wide range of payment options to make the experience as convenient as possible.”

You may also be interested in…