Shopping for sustainability: online stores and e-commerce merchants answer growing consumer demand
While 92% of South Africans say sustainability is important to them, only 58% claim to live sustainably according to a 2022 study by global consumer insights agency InSites Consulting. It’s clear South Africans want to make a change; they just don’t know where to start. That’s where online retailers and e-commerce merchants come in, says Steffen Burrows, CURBON co-founder and director.
The ‘sustainability paradox’, or the gap between acknowledgment (92% importance score) and action (42% not living sustainably), should be treated by brands as an opportunity. Since 86% of consumers believe that companies have a duty to take care of the planet, merchants and e-commerce businesses can help consumers overcome barriers to adopting more sustainable habits in their daily lives. This means makin...