SUSTAINABILITY
COVID-19 leads to increased demand for sustainability
Lockdown has influenced consumer purchasing decisions and priorities in a big way. In fact, according to recent research, almost half (48%) of all GB adults are now more conscious of making sustainable, environmentally friendly choices day-to-day
C
onsumer demand for sustainability in the industry isn’t new – research conducted by BRITA Professional last year revealed that while many hot beverage operators want to be more
sustainable because they believe it’s the right thing to do or because they are feeling pressure to make changes to remain competitive – the key driver for sustainability is actually consumer demand. What is new is that since the pandemic, almost seven in 10 people
(69%) said they were willing to alter their behaviour to manage a global crisis or existential threat. This suggests that changing the way we talk about environmental threats such as plastic pollution or climate change could have a big impact, and by preparing for new behaviours towards sustainability, businesses can not only improve their eco-footprint but also become more appealing to consumers. With the research also suggesting that positive habits picked up
during lockdown could stick, sustainability is going to become increasingly more important to consumers. For instance, pre-lockdown, 55% of the wider population were
purchasing bottled water from quick service outlets whilst commuting. However, once the lockdown began, there was a 45%
decrease in the number of people buying bottled water on-the-go. Instead, almost a third (31%) said they were intending to carry a
reusable bottle with tap or filtered water going forwards. Sarah T
aylor, managing director of BRITA UK, said: “The damage that
single-use plastic is doing to our marine environment and wildlife, in addition to our wider natural environment, has been well documented. But we also know that many people are committed to tackling this, and it is encouraging to see from this research that even more people have adopted more sustainable behaviours during lockdown in place of less sustainable habits borne out of convenience. What’s clear is that in order to maintain this shift, Government, business and the wider public need to come together to support a more flexible working culture that enables those who can to work remotely at least part of the week, to give people the time and space to integrate sustainability into their lives.” While consumer demand for sustainability is high, now is the time
to reassure customers that they can remain safe in your hospitality venue, whilst also being sustainable. Richard McIlwain, deputy chief executive of Keep Britain Tidy said: “Since Blue Planet II aired, we are perhaps more aware of the
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