8 trends in sustainable consumption

Consumers increasingly seek products with verified eco credentials. They are more sceptical about misleading environmental claims and demand transparency around the traceability and sustainability of what they’re buying, and the raw materials used. This information, conveyed clearly, can increase trust in a brand. Products from clothing to furniture and building materials will soon come with digital passports that verify their environmental credentials. Meanwhile, Artificial Intelligence will help to predict demand, optimise inventory levels, enhance route planning and reduce waste.

Most consumers prefer products that maintain their functionality and integrity for longer. This particularly applies to multiple-use items such as vehicles, electronics and clothing. There is a preference for items made with high-quality materials that receive good reviews and come with a strong guarantee. A longer life reduces the extraction of raw elements and conserves resources. Innovations in development include self-healing materials, and the use of modular design to make products that consist of easily replaceable or upgradeable components.

A lifestyle that minimises waste and maximises the use of resources is a manifestation of the circular economy in individual consumers. There are five main routes to zero-waste living: avoiding products that generate waste; reducing purchases; reusing and avoiding single-use products; repairing damaged items; and recycling. This reduced consumerism drives new processes such as the extraction of secondary raw materials from food waste, the use of edible packaging, and product-as-a-service models, in which “ownership” of a product exists for a limited time only.

Shoppers increasingly look for products packaged in sustainable materials. This suggests an evolution of the consumer value system, which now prefers recyclability over design and appearance. Companies are meeting these demands with sustainable and environmentally friendly materials, such as paper, cardboard, glass and bioplastics, which can be composted or recycled. Meanwhile, the internet of packaging allows analysis of the entire value chain of materials used to monitor their levels of sustainability.

Trading of products already owned – “pre-loved” – is increasing as the environmental benefits become clear. This is especially true with clothing – the fashion industry generates about 10% of all global greenhouse emissions. Even the luxury market is driven by demand for high-quality, sustainable products. Transactions can take place through a consumer-to-consumer model, in which some platforms will get items verified by qualified brand experts for certification of authenticity or recondition them for returning to the market.

The power of social media networks should not be underestimated. The value of the global influencer market has grown to $30 billion, according to Italian newspaper Il Sole 24 Ore, guiding consumers on everything from what to wear to how to vote. Over the past five years, sustainability as a subject for discussion has risen in popularity. So-called “greenfluencers” deal with all aspects of sustainability, from fighting pollution to saving energy, stirring users’ consciences and promoting a greater awareness of environmental problems.

Transport is responsible for a quarter of the EU’s CO2 emissions, of which almost 44% is created by motor vehicles. With environmental sensitivity increasing globally, consumers are changing their transport habits, opting for public or private vehicles that limit environmental impact, such as electric, hybrid, hydrogen or bio-fuel. Environmental damage is also mitigated by using public transport, which helps limit traffic congestion in cities. In the future, demand-responsive public transport will include microcars and optimised algorithms to select the best routes according to passenger need and destination.