[eMarketer] Lifestyle brand consumers now keen on sustainability

A new research by Stifel and Morning Consult survey indicates that lifestyle brand consumers in all markets are more likely than other consumers to try to be more sustainable in their day-to-day lives.

Researchers fielded the survey to six leading markets worldwide and focused on lifestyle brand consumers—those who bought athletic or activewear clothing and footwear, casual lifestyle apparel, apparel for outdoor activities like skiing, or sporting goods and outdoor recreation equipment.

More than three-quarters of respondents in all markets said they’re trying to be more sustainable in their day-to-day lives.

Over 70% said they care more now about the sustainability of the products they buy than they did a year prior.

More than half bought a new brand or product specifically because of its sustainability practices.

eMarketer posits that it makes sense that physically active individuals who spend time outdoors might be more alert to issues of sustainability than more sedentary consumers who don’t get out as much.

Since the pandemic, there’s no doubt that sustainability has risen up the priority list for consumers.

The crisis has reminded many people of the ways in which humans can be out of touch with their environment and its dangers, and the importance of re-establishing a healthy balance.

Read the full eMarketer article here

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