Sustainability is no longer a niche concern—it's a defining force in the evolution of retail. As eco-conscious consumers demand more responsible practices, retailers are reimagining both digital and in-store experiences to align with new expectations for transparency, ethical sourcing, and environmental stewardship. This shift is not just about compliance or reputation; it’s about building trust, driving loyalty, and future-proofing retail businesses in a rapidly changing world.
Recent global surveys reveal a powerful trend: 71% of consumers actively avoid retailers they believe have a negative impact on the environment. More than half (54%) are more likely to buy from retailers with a clear plan to reduce their environmental footprint, and 62% seek transparency about the environmental impact of both supply chains and products. This demand for openness is reshaping how retailers communicate, source, and deliver goods.
Eco-consciousness is not just talk—consumers are willing to invest in their values. Sixty percent say they are willing to pay more for sustainable products, with most comfortable paying up to 10% more. However, only 17% are willing to pay beyond that, highlighting the need for retailers to balance sustainability with affordability and value.
Sustainability starts long before a product reaches the shelf. Nearly four in five consumers (79%) are more likely to buy from retailers that source products from suppliers with a lower carbon footprint. Transparency is key: 62% want to know the environmental impact of products, and 54% expect clarity on the supply chain. Retailers are responding by embedding sustainability into procurement, partnering with suppliers who share their values, and leveraging digital tools to provide real-time information about sourcing and production.
In Europe, regulatory complexity and strong privacy protections are matched by a growing emphasis on sustainability. Seventy-one percent of European consumers consider product sourcing in their purchase decisions, and 62% are willing to pay more for environmentally friendly products. Retailers are embedding sustainability into their core strategies, leveraging digital tools for supply chain transparency, and tailoring experiences to local regulations and consumer values.
Packaging and logistics are under the microscope. Sixty-two percent of consumers are more likely to buy from retailers using sustainable packaging, and 60% prefer those offering sustainable shipment options. Retailers are innovating with recyclable, compostable, or reusable packaging and optimizing logistics to reduce emissions. In-store, digital shelf management and real-time inventory systems help minimize waste and ensure efficient fulfillment.
The rise of circular retail—where products are designed for reuse, recycling, or refurbishment—is gaining traction. Seventy-seven percent of consumers are more likely to buy from retailers offering 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 loyalty.
Returns are a critical touchpoint for sustainability. Consumers increasingly expect retailers to offer eco-friendly options, such as in-store drop-offs or consolidated shipments, to minimize the carbon footprint of returns. Transparent communication about the environmental impact of returns and logistics builds trust and can be a key differentiator in a crowded market.
Sustainability is now a baseline expectation, not a differentiator. Retailers that lead on sustainability—by embedding it into every aspect of the shopping experience—will win the loyalty of eco-conscious consumers and position themselves for long-term success. Publicis Sapient partners with retailers to design and implement sustainable digital transformation strategies that drive growth, compliance, and customer satisfaction. Ready to align your retail strategy with the values of today’s consumers? Let’s shape a more sustainable future for retail, together.