Supply chain management company Blue Yonder has released its third annual sustainability survey. It gathered insights from U.S. consumers on eco-friendly shopping behaviors, the trustworthiness of green brands, and the use of electric vehicles, among other topics. The company conducted the consumer sustainability survey by gathering feedback from over 1,000 US consumers aged 18 and above.
A key finding in the survey shows that 78% of respondents say sustainability is a determining factor when choosing to purchase a product or shop at a particular retailer.
Companies like Amazon are heeding the call on sustainability. It is using artificial intelligence and machine learning to meet its climate goals. It aims to reach 100% renewable energy at all its warehouses globally next year.
Blue Yonder has a digital solution
Headquartered in Arizona, US, Blue Yonder’s platform allows retailers, manufacturers, and logistics providers to meet customer demand through delivery planning. The company works with over 3,000 businesses globally to ensure sustainable and profitable operations.
Saskia van Gendt, chief sustainability officer at Blue Yonder, says: “It’s especially promising that so many respondents are willing to spend more for sustainable products, given that price concerns, exacerbated by the ongoing challenge of inflation, have marked conversations around consumer behavior over the last year.”
The sustainability officer adds that respondents’ willingness to spend more should send a clear message to brands and retailers that investing in sustainable solutions and practices is worthwhile, “not only for the planet but also for maintaining consumer loyalty and trust.”
Sustainability as a shipping option
Another key finding in the survey was that consumers are willing to pay more and opt-out of “greener” shipping options.
“A healthy majority (70%) of consumers indicated that they have shopped at a retailer promoting their products as sustainable at least once or more in the past six months, which closely matches the 74% who reported doing so in 2022 and 2023,” says Blue Yonder.
Here are some survey highlights:
A notable 83% of consumers are open to postponing their deliveries if there’s an incentive. But there’s a limit to this flexibility – only 23% are willing to wait a week or more.
Almost half (47%) of consumers are willing, or very willing, to pay extra for eco-friendly shipping options like low carbon footprint delivery and sustainable packaging.
Attitudes towards sustainable delivery vary a bit by generation. Millennials (85%) are the most open to delaying deliveries, with Gen Z (79%), Gen X (76%), and Baby Boomers (67%) following. In a wider context, Gen Z and Millennials are the most focused on sustainability, with 85% and 84%, respectively, considering it important.
Food and household products
The surveys found consumers increasingly focus on sustainability in their purchases, especially with food and household products. In the past year, 60% have chosen sustainable food items, and 55% have opted for eco-friendly household products.
They’re also aware of how brands can enhance sustainability: 61% believe that reducing food or inventory waste is crucial for retailers and brands. Similarly, 61% value the use of recycled materials or packaging.
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About the author
Sharl is a qualified journalist. He has over 10 years’ experience in the media industry, including positions as an editor of a magazine and Business Editor of a daily newspaper. Sharl also has experience in logistics specifically operations, where he worked with global food aid organisations distributing food into Africa. Sharl enjoys writing business stories and human interest pieces.
