Profile Peek: Understanding Britain’s sustainable shoppers
November 15th, 2021, YouGov

Profile Peek: Understanding Britain’s sustainable shoppers

Sustainability has become an important factor for British brands with consumers patterns beginning to shift more rapidly.

Using YouGov Profiles, a proprietary audience profiling and segmentation platform collecting data on 400,000 variables from 230,000 panellists, marketers and researchers can get a deeper understanding of Sustainable Shoppers in Great Britain.

Our latest Profile Peek sheds light on key demographic, attitudinal and behavioural differences between consumers who say sustainability in retail is an important issue to them and the overall British population.

The data shows that Sustainable Shoppers in Britain are likely to support brands that are socially conscious. More than three in five say that they like brands that get involved in social issues (63% vs 39% of the general British population). This audience tends to pay attention to out-of-home (OOH) advertisements – 40% tell us they notice the adverts at train stations as opposed to 33% of the general British population.

The Profile Peek gives brands and advertisers quick and actionable insights into a niche subsection of British consumers who tend to shop with the environment in mind.

The free Profile Peek provides a unique insight into Britain’s Sustainable Shoppers, including:

  • Demographics
  • Their favourite influencers
  • Their media consumption habits
  • The social networks they use
  • The brands that impress them most

Download the full Profile Peek to discover more about Sustainable Shoppers in Great Britain