Sustainability has moved from the sidelines to the centre of brand strategy. It has shifted from a box-ticking exercise to a business driver. While many brands continue to focus on meeting regulations, the most forward-thinking companies are going further. They use sustainability to build trust, deepen customer loyalty and create long-term growth.
Our Consumer Sustainability Report highlights a major shift in consumer purchasing decisions and sustainability expectations. 84% of British consumers have taken steps to live more sustainably, yet only 16% believe brands are making a meaningful difference. For companies willing to lead, this disconnect presents a clear opportunity to lead with purpose, stand out and build deeper trust.
What’s Inside the Report:
Gen Z and Millennials are rewriting the rules – 74% influence others’ sustainability choices, and 66% make bold changes despite tight budgets. Smart brands are taking notice.
Sustainability as a competitive advantage – 57% of consumers believe sustainability gives brands a clear edge. Discover how strategic action drives loyalty and sharpens market position.
Digital-first consumers are raising the bar – With 77% of Gen Z plugged into connected ecosystems, brands have a clear chance to lead with transparent, authentic sustainability that truly connects.
Purpose-led brands win hearts and marketshare – 72% of high-value consumers back brands with clear, transparent values. Learn how purpose-led companies turn sustainability into a true competitive edge.
5 steps to turn sustainability into serious growth – Your five-step framework to cut through the noise and turn sustainability into loyalty, advocacy and competitive edge.
Now is the time to position your brand for long-term success
Brands today face two strategic realities:
Compliance-only and falling behind –Reacting to regulations, treating sustainability as a cost and struggling to keep pace with shifting consumer expectations.
Transformation-led and ahead of the curve –Anticipating trends, building authentic purpose and turning sustainability into real business advantage.
Where does your brand stand?
“Consumers are ahead of brands when it comes to sustainability. The brands winning in this space are listening to what their customers want and leading with purpose. This report shows how to turn this shift into opportunity.”
Download the “Consumer sustainability report 2025” here
This report is based on in-depth research with 3,000 UK consumers and reveals the sustainability shifts that brands can no longer afford to ignore. It provides data-driven insights segmented by generation, digital maturity and values alignment. The report also outlines an actionable five-step framework to help brands turn sustainable intent into measurable impact, strengthen customer loyalty and drive long-term business value.
Download the 2025 Consumer Sustainability Report now and discover how your brand can shift from sustainability compliance to competitive advantage.
About 42 Technology
42 Technology (42T) helps businesses solve complex challenges and unlock new market opportunities through innovation and strategy. From global brands to emerging disruptors, we partner across consumer, MedTech and industrial sectors to turn sustainability ambition into measurable results.
With over 25 years of experience and a proven track record of commercialising innovation, we combine deep technical expertise with market insight to help forward-thinking businesses create what’s next.
Let us help you
We excel in deep innovation and technical breakthroughs, from early-stage exploration to end-to-end development and manufacturing.
