Scottish consumers feel strongly that retailers that don’t back sustainability will lose out, according to research from digital and data specialist TWC and the Scottish Wholesale Association (SWA).

The TWC Trends research shows that 63% of Scottish consumers agree that retailers who don’t take sustainability or environmental issues seriously are likely to lose out in the future. This was higher than the figure for the total UK (54%).

In addition, 27% of Scottish consumers agreed that environmental and sustainability issues are influencing where they shop for groceries. However, this represents a significant drop compared to TWC Trends Autumn 2021, at which time 38% of Scots agreed.

It appears that there is a high expectation that irrespective of their own actions, consumers expect businesses to be focused on sustainability, with 63% of Scottish consumers agreeing that all companies should be focused on their environmental impact.

The bottom line, particularly during the current cost-of-living crisis, is that many consumers are unwilling – or unable – to pay extra for sustainability benefits. Half of the consumers surveyed agreed that they want to make sustainable choices, but they are not willing to pay extra for this benefit.

Colin Smith, Chief Executive of the SWA, said: “The research is very interesting as it clearly shows consumers are ever more conscious that change is required and businesses need to be more sustainable.”

The research will be further analysed and shared in a breakfast briefing webinar – ‘Sustainability and the Scottish Consumer’ – hosted by SWA and presented by Sarah Coleman, Director of Communications at TWC, on 13 September at 9:00-9:30am. Registration can be made here.

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