The growth in awareness of socially responsible issues among UK consumers is increasing according to the Deloitte Christmas Retail survey as four out of ten consumers agree they will buy more ethical Fairtrade products and more environmentally friendly products this year.

“Consumer awareness of environmental issues has definitely increased and with a number of retailers offering free ‘bag for life’ alternatives to plastic bags in the last two years – retailers commitment to the environment is much more tangible”, says Mike Barber, Deloitte partner.

Our research indicates that 36% of retailers are actively encouraging their customers to reuse plastic bags and more than half (54%) of consumers will make a conscious effort to use fewer plastic bags while shopping at supermarkets over the festive period. “This is one example where active campaigning from the retail sector has had a positive impact on consumers’ behaviour,” adds Barber.

A number of retailers have committed to reduce the impact of their operations on the environment and this decision with the knock on impact on consumer behaviour has had the benefit of reducing retailers’ costs. Our research highlights that 81% of retailers pledged to improve the energy efficiency of their stores; 81% to reduce the amount of packaging used; and 74% to reduce the amount of plastic they use.

On the other hand, only 36% of retailers intend to reduce air transport of goods; only 11% said that they will increase volume of goods transported by rail, and less than half (43%) agree they will be signing up to the minimum standards for sustainable production.

However, other findings show that 44% of consumers agree they will consider animal welfare when making purchases for Christmas, and 45% agree that supporting a charity over the festive period is important to them. Retailers are seemingly embracing consumers’ wishes, as 86% of those surveyed will support charity and charitable events this Christmas.

However, while the stances held by retailers have become more public over the years the environmental agenda and how it applies to retailers has not been fully articulated nor regulated.  Retailers themselves will choose whether or not they want to play an active role in offering green alternatives, or act responsibly by setting green targets for their operations.

Our survey shows, though, that supporting charities over Christmas is important to a significant proportion of consumers - and various charities now sell alternative gifts - from goats to farming kits - which encourages gift-based donations.  While the easiest action might be to just focus on green New Year's resolutions, perhaps the most powerful action consumers can take as a whole is to vote with their wallets and reward those retailers that lead in sustainable practices.

There is significant evidence that retailers are positioning themselves to try to capture this market, with an increasing proportion of retailers seeing value in establishing their credentials as environmentally responsible and socially aware businesses.

Ends

About the research
The survey findings were based on consumer data obtained by market research undertaken by TNS on behalf of Deloitte. Over 1000 adults aged 16+ were interviewed on 31 August 2007 - 2 September 2007. The respondents were selected according to a quota sample designed to be representative of all UK adults. Replies were also received from questionnaires sent out to over 350 of the United Kingdom’s retailers.  The retailers were from a cross-section of the industry.

Find out more on The Retail review: Christmas Retail Survey 2007 
Find out more on Tarlok Teji, the author of The Retail Review

About Deloitte
In this press release references to Deloitte are references to Deloitte & Touche LLP, which is among the country's leading professional services firms.  Deloitte & Touche LLP is the United Kingdom member firm of Deloitte Touche Tohmatsu ("DTT"), a Swiss Verein whose member firms are separate and independent legal entities.  Neither DTT nor any of its member firms has any liability for each other's acts or omissions.  Services are provided by member firms or their subsidiaries and not by DTT.  Deloitte & Touche LLP is authorised and regulated by the Financial Services Authority.