Living through the COVID-19 pandemic lockdowns and restrictions gave people in the UK space and time to think about the impact their lifestyles have on the environment and on each other. Many are now trying to live in a more sustainable way and are prepared to pay a premium for more environmentally friendly goods and services, despite increases in the cost of living.

10% sustainability premium

UK consumers would be willing to pay an average of 10% more for environmentally friendly goods and services.


of consumers say they will keep, or will start, trying to live in a sustainable way, despite an expected increase in the cost of living – but that includes 51% who will try to do this in a cheaper way.

of adults in the UK are optimistic about the actions they take as individuals having a positive impact on the environment.


of consumers say health has become more important to them since the start of the pandemic.