A sustainable future;

As we look ahead to an evolving regulatory landscape and growing focus on sustainability, our latest Savanta European Consumer Compass report provides key insights to help brands navigate these changes.

Given commitments made by government and the UK food chain around sustainability, encompassing topics such as packaging reduction, minimising the impact of production and food waste and scrutiny of green claims in advertising, it’s clear that brand-owners will have been focused on sustainability topics over the last few months. However, our latest Consumer Compass report reveals that while consumers remain concerned (or at least claim to be) about sustainability, especially in sectors such as grocery, the cost-of-living crisis has had a significant impact on how much they prioritise sustainability over affordability.  Over the last 6 months, concern amongst consumers across Europe has fallen significantly around the potential negative impacts of climate change, and only around 4 in 10 European consumers (39%) currently rate sustainability as being important in driving a purchase, compared to around 3 in 4 for (74%) for Price/Value. This poses a question: how can brands balance regulatory changes with the shifting sustainability awareness of their consumers?

This is where Savanta’s research tools can provide invaluable support. Alongside our consumer tracking studies such as Consumer Compass and Grocery Eye, our new TrendVue tool can help you keep your finger on the pulse of the evolving macro and micro consumer trends which will influence how consumers think about sustainability.

Our brand and communications research can help craft effective messaging around these changes, ensuring that the efforts brands make towards sustainability resonate with consumers, regardless of their level of understanding. With the legislation possibly leading to changes in product design or pricing, communications that educate and engage will be vital.

Furthermore, our stakeholder monitoring tools, involving panels of key political stakeholders such as Members of Parliament, offer insights into legislative expectations and the broader political climate influencing these changes.

Consumer confidence remains fragile and volatile, and spending continues to be largely focused on essentials. Yet, amid this challenging environment, sustainability and the impending legislation represent an opportunity. Brands that navigate this path effectively—balancing regulatory compliance, sustainability efforts, and consumer engagement—can set themselves apart.

Our suite of research tools equips brands to do just that. By leveraging these insights, brands can ensure they are not only ready for the changes ahead but are also able to turn these changes into a strategic advantage.

Download our latest report below.