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Findings from global consumer research conducted by Targus, the tech accessories and computing periphery brand, revealsover half (54%) of UK employees don’t want to work for a company that doesn’t prioritise sustainability.

The global* research of 7,000 office-based employees highlights sustainability as a key consideration primarily for GenZ and millennials in the UK, with 61% of 25-34 year olds saying it impacted their choice of who they wanted to work for. Conversely, only 40% of over 55s said it was a factor though.

In order to remain competitive in the marketplace and attract the best talent, businesses have no choice but to go beyond making eco-friendly pledges and take action that demonstrates their commitment to a greener future.

This increased importance placed on sustainable values also spread into other key decision-making moments, with 54% of Brits actively choosing to buy products from brands who prioritise sustainability. This is once again ranked higher by younger generations who are taking a stronger interest in climate change and ways to live ‘greener’, with 58% of 25–34-year-olds making this choice versus 48% of over 55s. This is a trend also reflected globally, with those who prioritise sustainability overwhelmingly come out on top. Well over half (57%) of global consumers choose brands who put the planet first.

The rise of the ‘Sustainable Shopper’

The power of the Sustainable Shopper cannot be ignored by brands in any sector. Consumers are demanding better from brands and have the power to drive change in the buying lifecycle. 69% of Brits and 70% of consumers globally believe sustainability should be a top priority for all businesses no matter the industry. There is a strong desire for more eco-friendly choices that are accessible across all areas of people’s lifestyles.

Furthermore, Targus’ research shows that pricing no longer appears to be as strong a barrier for consumers wanting to choose more sustainable alternatives. 65% of Brits are happy to pay more for products that last longer. This is in comparison to 76% of shoppers in the US and 63% Germany.

Dave Crew, Commercial Director EMEA at Targus says, “Consumers want to make ‘greener’ 

choices and are ranking environmental considerations as a top lifestyle priority. As consumers become savvier, businesses can no longer get away with ‘greenwashing’. 

“At Targus we have been developing our sustainability roadmap for over a decade and have made significant progress in supporting the circular economy for tech accessories. We hope to support consumers and business clients alike through our retailers and reseller community, from supply chains to product development. It’s not a quick and easy fix, but it is a challenge we must take on if we are to combat climate change and make more sustainable choices in all aspects of our lives.”

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