The trend toward greater sustainability in times of climate change is increasingly coming into focus in the retail and consumer goods industries. For every fourth German (25%), sustainability in retail is one of the most important aspects. This is shown by data from the YouGov Profile Peek “Sustainable Retail,” which uses the YouGov Profiles target group segmentation tool to provide a deeper insight into the attitudes and opinions of those consumers who are very concerned about sustainability in retail.
Respondents for whom retail sustainability is important are more likely to be female (56%) and more often belong to the GenZ compared to the overall population (14% vs. 9%). Two out of five respondents in the target group buy clothing only from sustainable brands (41% vs. 28% of the total population). 77 percent have no problem paying more for environmentally friendly products (vs. 61%). 24 percent buy “slow fashion” (vs. 15%), and 18 percent are current customers of Alnatura (vs. 11% of the total population).
