A new study released by the UK's leading Out of Home media and infrastructure company, Clear Channel UK, revealed that demand for sustainable products is higher than ever, with one in three Brits (30%) willing to pay up to 10% more for a sustainable product compared to the non-sustainable equivalent, even amidst the cost of living crisis.
The study of 2,000 respondents, conducted via OnePoll, also revealed that an astonishing 10% of older Gen Z and younger Millennials are willing to pay up to 50% extra for a sustainable product, while 6% would be willing to pay as much as 51-60% extra.
Moreover, Clear Channel’s data showed that consumers are becoming more selective - nearly one in 10(9%) boycotted their go-to brands in the past year because of sustainability-related concerns and now only buy products from...