A recent Amazon-commissioned study of 2,000 British shoppers has revealed that two-thirds (66%) of UK consumers would prefer to purchase environmentally friendly products. However, just 7% of those surveyed said that they always understand a product’s environmental impact when they shop, and fewer than 1 in 5 (18%) stated that it was easy to figure out a product’s sustainability credentials. To address this, more than half (63%) of UK consumers want retailers to help them easily identify products which have a more positive environmental and social impact[i].
The survey identified a growing desire from UK consumers for greater adoption and usage of sustainability certification and labelling schemes. With more than three quarters of respondents (77%) saying that they are more likely to trust a product’s sustainability claims if it is supported by an official certification from a reputable organisation, it shows how important it is for companies to showcase their environmental credentials. This is even more critical given that 41 per cent of those surveyed said that they had abandoned a purchase when they did not trust or understand its sustainability claims. Further, one in three (32%) respondents said that they are more likely to try a new brand or product if their social, ethical and environmental credentials are clear on the product itself, or at the point of sale online, giving them reassurance these brands align with their principles.
Using its ‘Climate Pledge Friendly’ badge, Amazon is hoping to meet consumer demands for climate labelling on products. Launched back in 2020, the badge enables Amazon to provide information for more than 50 independent sustainability certifications listed at Amazon.co.uk, including those awarded by the Rainforest Alliance, Fairtrade International, and Forest Stewardship Council. Consumers purchasing products which have one or more of these certifications can find clear and detailed descriptions of their sustainability features and underlying certifications. The wide range of labels does however highlight the lack of standardisation in climate labelling, something Amazon is surely hoping to address as part of its over-arching ‘Climate pledge friendly’ criteria.
Amazon's Climate Pledge Friendly badge
Source: Amazon
John Boumphrey, Amazon UK Country Manager said: "Products with certified sustainability features are a top choice for UK shoppers, and it's important that customers can easily understand exactly what those features are,"[ii] He added: "At Amazon, we're taking the guesswork out of the shopping experience, helping customers to shop for items that match their values."
More than 37 million Amazon customers switched to Climate Pledge Friendly badged products in 2023, with 1.16 billion items sold (a 42% increase since 2022). Further, the product selection has grown to more than 1.4 million items globally - a 157% increase on 2022 levels. Amazon has said that the commercial success of the initiative sent "a strong signal to Amazon's selling partners that customers want to shop for products with sustainability features"[iii].
[iii] Ibid
Lauren has extensive experience as an analyst and market researcher in the digital technology and travel sectors. She has a background in researching and forecasting emerging technologies, with a particular passion for the Videogames and eSports industries. She joined the Critical Information Group as Head of Reports and Market Research at GRC World Forums, and leads the content and data research team at the Zero Carbon Academy. “What drew me to the academy is the opportunity to add content and commentary around sustainability across a wealth of industries and sectors.”
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