Sustainability is no longer a niche concern—it is a defining force in the modern shopping experience. As consumers become more environmentally conscious, their expectations for retailers are evolving rapidly. Today, sustainability influences not only what people buy, but also how, where, and from whom they choose to shop. Retailers that embrace this shift are not just future-proofing their businesses—they are building deeper trust and loyalty with a new generation of values-driven shoppers.
Recent global research reveals a striking trend: 71% of consumers now avoid retailers they believe have a negative impact on the environment. More than half (54%) say they are more likely to buy from a retailer with a clear plan to reduce its environmental footprint, and 62% are drawn to brands that are transparent about the environmental impact of their supply chains and products. This demand for transparency is reshaping the retail landscape, making sustainability a key differentiator.
The commitment to sustainability is not just theoretical—consumers are willing to back it with their wallets. Sixty percent say they are willing to pay more for sustainable products, with 57% comfortable paying up to 10% more. However, only 17% are willing to pay a premium beyond that, highlighting the importance of balancing sustainability with affordability. Retailers that can deliver sustainable value at a reasonable price point stand to gain significant market share.
Consumers increasingly expect retailers to provide clear, accessible information about the environmental impact of their products and supply chains. In Europe, for example, 71% of shoppers consider product sourcing in their purchase decisions, and regulatory environments are pushing brands to adopt robust consent management and transparent data practices. Retailers that leverage digital tools to offer real-time supply chain visibility are meeting these expectations and building trust.
Packaging is a visible symbol of a retailer’s environmental commitment. Sixty-two percent of consumers say they are more likely to buy from a retailer that uses sustainable packaging, and 60% prefer brands that offer sustainable shipment options. This is driving innovation in materials, design, and logistics, with leading retailers adopting recyclable, compostable, or reusable packaging as standard practice.
Returns are a critical, often overlooked, aspect of retail sustainability. Nearly four in five (77%) consumers say they are more likely to buy from a retailer that offers sustainable returns options, such as in-store drop-off or consolidated returns. Apparel retailers are leading the way, with 70% offering sustainable returns, compared to 60% of grocers. These practices not only reduce environmental impact but also enhance customer convenience and satisfaction.
To integrate sustainability into the customer experience and meet rising consumer expectations, retailers should:
Sustainability is now a core expectation, not a bonus. Retailers that lead on transparency, sustainable packaging, and eco-friendly returns are rewarded with greater customer loyalty and a stronger brand reputation. As regulations tighten and consumer awareness grows, the imperative is clear: integrate sustainability into every aspect of the shopping experience.
Publicis Sapient partners with retailers worldwide to design and implement sustainable, digitally enabled customer journeys. By leveraging data, technology, and deep industry expertise, we help brands not only meet but exceed the expectations of today’s conscious consumer—driving growth, loyalty, and positive impact for the future of retail.
Ready to transform your retail experience for a sustainable future? Let’s connect and shape the next era of responsible, customer-centric commerce.