A growing market

57% of consumers now choose, switch to or boycott a brand based on its stand on societal issues, up from 51% in 2017*


Research and studies

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*2018 Edelman Earned Brand study 

The market is being transformed by the rise of the Belief-Driven Buyer. Consumers now believe that brands are the most effective force for change. 53% of respondents agree that brands can do more than government to solve social ills — and nearly half say that brands have better ideas. 

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Neilsen Global Sustainability Report

In the past year alone, sales of consumer goods from brands with a demonstrated commitment to sustainability have grown more than 4% globally, while those without grew less than 1%. 66% of consumers say they are willing to pay more for sustainable brands—up from 55% in 2014 and 50% in 2013.

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The Ethical Consumer Markets Report

Sales of ethical goods and services valued at £81.3 billion. Overall, the value of ethical spending grew by 3.2% to £81.3 billion, its highest total so far. In many cases, the UK’s ethical spending is shown to be strengthening at the same time as many of its conventional market counterparts have faltered.


Urgent need

Our global consumption is already one-and-a-half times the earth’s carrying capacity.  If current population and consumption trends continue, humanity will need the equivalent of two earths to support itself by 2030


In the news


More plastic than fish in the sea by 2050, says Ellen MacArthur

One refuse truck’s-worth of plastic is dumped into the sea every minute, and the situation is getting worse

Plastic waste set to beat price as UK shoppers' top concern

In the next decade, reduced packaging and increased recyclability will become the main issues for consumers, research shows


Fast fashion is harming the planet, MPs say

MPs say the fashion industry is a major source of the greenhouse gases that are overheating the planet

Not so fast: Millennials press fashion brands for greater transparency

As well as engaging consumers using direct campaigns, there are a number of apps springing up that are bringing buying power to bear on brands

A need to change our lifestyles and save the earth

The world needs a green economy and changed consumption patterns to save the earth, writes Achim Steiner


Ethical commerce is in demand and on the rise

Business should be ethical to do the right thing and not just because it may make money