Woke customers want FMCG brands to be eco-leaders

76% of UK grocery shoppers have, in the last 12 months, switched, avoided or boycotted brands due to their environmental policies, according to research by Kantar.

The company surveyed over 1,200 UK consumers between the ages of 16 and 65+. Brand loyalty was lowest among the youngest age group of 16-24 year-olds, with 87% saying they have switched or might do so. Harsh working conditions, environmental pollution and the overuse of packaging are some of the issues consumers think carefully about before purchasing FMCG products.

Divine Chocolate is flagged up as an FMCG brand that has earned greater trust from consumers due to its commitment to becoming more transparent and respect for the environment. While Waitrose has committed to no plastic and glitter in its Christmas crackers in 2020, Tesco has stopped using plastic bags for home deliveries and Morrisons now allows customers to use their own reusable containers at their meat, fish and cheese counters.

Mark Chamberlain, Managing Director of Brand at Kantar UK, says: “Responsible living is being driven by cross-generational groups of ‘woke’ consumers that look towards inspiring brand heroes as change leaders. Governments and organisations are being forced to listen and respond to consumers’ demands for greater transparency as businesses strive to become more purposeful.”