March 13th, 2023, Lesley Simeon
Lidl has partnered with WWF in an effort to halve the environmental impact of the average UK shopping basket by 2030. While the retailer is the first discount supermarket to sign the charity’s Retailers' Commitment for Nature, it joins fellow retailers Co-op, M&S, Sainsbury’s, Tesco and Waitrose in doing so.
What do shoppers think of brands that take part in socially and environmentally conscious initiatives? To answer this, we look at customers of Lidl, Waitrose, M&S, Sainsbury’s, Co-op and Tesco.
According to YouGov Profiles - which covers demographic, psychographic, attitudinal and behavioral consumer metrics - at 43%, Waitrose's customers are most likely, amongst those retailers who have partnered with WWF, to agree with the statement that they “try to buy only from companies who are socially and environmentally responsible.” M&S customers rank second, with 39% of them agreeing with the statement as well.
Similarly, 35% each of Lidl, Sainsbury’s and Co-op's current consumers agree with the statement that they “try to buy only from companies who are socially and environmentally responsible.”
Where Tesco’s customers appear least likely to agree with the statement that they “try to buy only from companies who are socially and environmentally responsible”, 39% of its customers disagree with the statement. Among the retailers being observed here, at 32% Waitrose’s customers are least likely to disagree with the statement.
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Methodology: YouGov Profiles is based on continuously collected data and rolling surveys, rather than from a single limited questionnaire. Profiles data for GB is nationally representative and weighted by age, gender, education, region, and race. Learn more about Profiles.