Retailers could be risking lost long-term loyalty if their sustainability efforts aren’t genuine, according to research from Retail Technology Show, which takes place in London next month.

A survey of over 2,000 UK shoppers showed that 47% already actively buy more from brands they perceive to be sustainable, rising to 65% of Gen Z demographics.

Six in ten of those polled said retailers’ commitment to sustainability would become more of an important factor in their buying decisions over the next five years, rising to 67% of 18-25 year olds.

Meanwhile, a further 65% of 18-24 year-olds say they would shop more with brands who are sustainable in the future, and another 63% would be more loyal to those retailers with green values.

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However, despite this growing appetite, two thirds of consumers in another poll by Retail Insight were untrusting of retailers’ and brands’ eco pledges, believing they merely pay lip service to sustainability initiatives.

According to Retail Technology Show’s research, this risks future sales and lost loyalty.

Half of UK consumers in its poll said they would stop shopping altogether with brands they perceive to be greenwashing, rising to 63% of Gen Z audiences and 59% of Millennials.

“Put simply, greenwashing just won’t wash with shoppers”, says Matt Bradley, Event Director at Retail Technology Show, which will take place at London’s Olympia on 26th-27th April.

“Consumers now expect retailers’ sustainability efforts to be deeply and genuinely rooted in the brands’ psyche, rather than it being any short-termist play.”

“And that means retail businesses need to carefully consider both how they can evolve their businesses operationally to be greener, and also how this is effectively communicated to shoppers in a genuine, transparent and engaging manner.”

Using less packaging was the top way UK consumers felt retailers could make their operations greener (78%), while a further 71% identified the supply chain as a focus for improvements, followed by 69% who said making bricks and mortar stores more eco would help retailers improve sustainability.

48% wanted retailers to pay an online delivery ‘green tax’ so the environmental impact of their e-commerce fulfilment operations could be offset, rising to 61% of 18-24 year-olds.

RTIH’s first ever printed edition

RTIH has a media partnership with Retail Technology Show and will be exhibiting at the eventVisitors to our stand (number 6A77) will be able to meet our Editor, Scott Thompson, and pick up a free copy of the first ever printed edition of RTIH.

In addition to a major Retail Technology Show preview, this will include retailer interviews, thought leadership pieces and the RTIH Top 100 Retail Technology Influencers List.

For editorial and advertising queries, please email: scott.thompson@retailtechinnovationhub.com

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