Consumers care more about the environment and are taking an increasing interest in the footprint that their favourite brands create. Conversations about ethical shopping are on the rise, especially among younger consumers, and there is a general migration towards brands who build environmentalism into their ethos. According to a recent survey, 69% say it is important or very important that retailers have good environmental credentials – and 49% will even pay more if a brand is environmentally friendly.

Brands and retailers have an opportunity to embody and endorse sustainability in their production, packaging and messaging, as well as in their delivery methods. For example, for 42% of consumers, sustainable packaging was the factor most likely to compel online shoppers to purchase from a brand again in the future. In other words, environmental awareness will be a definite draw for customers going into 2022.

“Greenwashing” – or overstating a commitment to eco-friendly values – is a problem. We’ll continue to see growth in companies going down the B-corp route, but unless they can truly show their eco credentials, they’ll be called out, and people will vote with their wallets.