Brits care about sustainability, but will they pay more for green tech?

A new YouGov Surveys poll reveals that nine in ten Brits say sustainability matters to them at least a little, with nearly seven in ten saying it is fairly or extremely important to them. As sustainability concerns become more mainstream, the focus is shifting towards the tech industry and its environmental impact. Consumers are increasingly aware of how their digital lives affect the planet—but are they willing to take action?

What Should the Tech Industry Focus On?

When asked which sustainability initiatives the tech industry should prioritize, cutting carbon emissions from manufacturing and transportation emerged as the top concern. Half of respondents rated this as very important, and an additional third found it fairly important.

Other areas of interest include energy efficiency in data centers and devices, improving recycling efforts, and using sustainable materials. Consumers also recognize the value of extending product lifespan through reparability and software updates, preventing e-waste by keeping devices useful for longer.

While all of these initiatives were widely supported, there is a clear message: tech companies must address emissions and energy efficiency first before turning their attention to issues like materials and recycling programs.

What’s Hurting the Environment the Most?

Tech-related activities vary in their environmental impact, but manufacturing new tech devices is seen as the most harmful, with over 70% of respondents saying it has a great or fair impact on the environment. This suggests that consumers are aware of the carbon-intensive nature of producing smartphones, laptops, and other gadgets.

Data centers, which power everything from cloud storage to AI tools, also ranked high on the list of environmental concerns. Streaming movies, storing photos, and running complex algorithms require massive amounts of electricity, often sourced from fossil fuels.

Frequent upgrading of tech devices—encouraged by short product lifecycles and aggressive marketing—was another major issue, with a significant portion of respondents recognizing its impact. By contrast, everyday habits like charging devices were viewed as far less environmentally damaging.

Are Consumers Willing to Pay for Sustainable Tech?

While there is strong concern for sustainability, cost remains a barrier. When given the choice between a regular tech product and an identical, more sustainable version, 32% of consumers said they wouldn’t pay anything extra. Another 28% said they would only pay up to 5% more, showing a reluctance to absorb additional costs even when sustainability is a factor.

That being said, nearly 40% of respondents were open to paying 10% or more for eco-friendly tech. This signals a potential market for sustainable products—but only if companies can clearly communicate the benefits and justify the price increase.

The Future of Sustainable Tech

The survey highlights an ongoing shift in consumer expectations. While sustainability is clearly important, tech companies will need to balance environmental responsibility with affordability to convince a majority of consumers to invest in greener alternatives.

Manufacturers that focus on reducing emissions, improving energy efficiency, and extending device lifespan may gain favor with eco-conscious buyers. However, brands must also ensure that sustainable choices don’t come at an unreasonable premium—because while people care about the planet, their wallets still come first.