Ecommpay flags consumer charitable and sustainability expectations with younger shoppers leading charge

In partnership with UK online retail association, IMRG, Ecommpay has launched a new report, Sustainability & Social Impact in E-commerce: Consumer Trends in Charitable Giving and Environmental Expectations. 

1,000 Brits were surveyed for this.

Key findings at a glance:

• 36.9% of consumers actively support charities, while 36.6% donate when the opportunity arises

• 24% would choose a brand that supports a charity; 41% would at least sometimes be more inclined to shop with a retailer that supports a charity

• The checkout stage is the preferred time to make charitable donations for 53.4% of consumers; giving as part of a loyalty programme is preferred by 26.5%

• A one-off donation is the preferred choice for 59.4% of consumers

• 34.6% of consumers ‘sometimes’ choose to shop with retailers that are environmentally friendly with 38.9% of 18-24 year olds shopping ‘often’ with eco-friendly brands

• Eco-friendly packaging and sustainable product materials are top consumer demands at 32.3% and 21.9% respectively; carbon offsetting would be a motivator for more than 1 in 10 consumers

“This new research shows how consumers are engaging with retailers’ charitable and sustainability actions,” comments Miranda McLean, Chief Marketing Officer at Ecommpay. “By recognising evolving expectations and integrating authentic and accessible charitable giving and sustainable practices, retailers can not only meet evolving customer demands but also build stronger, more meaningful connections to drive genuine, long-term loyalty that boosts conversion rates."

The research identified that the checkout is the critical point for charitable giving at 53.4%. However, with loyalty programmes, a dedicated charity page and a retailer’s home page also ranking above 20%, e-commerce businesses need to ensure their charitable support is well sign posted across their online presence. 

Providing the facility to round up on a total basket value is also critical with 44% of consumers stating that this would mean they were more likely to make a donation.  Plus, where a retailer chooses to match consumer donations, this would encourage 39% to donate. 

Sustainability is another critical factor in customer engagement. 34.6% of consumers actively choose retailers that demonstrate environmental awareness through offsetting CO2 emissions and creating sustainable products. And younger people are leading the charge with 38.9% of 18-24 year olds shopping with eco-friendly brands.

2025 RTIH INNOVATION AWARDS

Payments will be a key focus area at the 2025 RTIH Innovation Awards.

The awards, which are now open for entries, celebrate global tech innovation in a fast moving omnichannel world.

Our 2024 hall of fame entrants were revealed during an event which took place at RIBA’s 66 Portland Place HQ in Central London on 21st November, and consisted of a drinks reception, three course meal, and awards ceremony presided over by comedian Lucy Porter.

In his welcome speech, Scott Thompson, Founder and Editor, RTIH, said: “The event is now into its sixth year and what a journey it has been. The awards started life as an online only affair during the Covid outbreak, before launching as a small scale in real life event and growing year on year to the point where we’re now selling out this fine, historic venue.”

He added: “Congratulations to all of our finalists. Many submissions did not make it through to the final stage, and getting to this point is no mean feat. Checkout-free stores, automated supply chains, immersive experiences, on-demand delivery, next generation loyalty offerings, inclusive retail, green technology. We’ve got all the cool stuff covered this evening.”

“But just importantly we’ve got lots of great examples of companies taking innovative tech and making it usable in everyday operations - resulting in more efficiency and profitability in all areas.”

Congratulations to our 2024 winners, and a big thank you to our sponsors, judging panel, the legend that is Lucy Porter, and all those who attended November's gathering. 

For further information on the 2025 RTIH Innovation Awards, please fill in the below form and we will get back to you asap.