Sustainability as a shopping goal has come to the forefront in recent times, underscored by the results of our recent original research, the “Aspirational Compass” study. In the study, we looked at aspirational shopping motivations—and the “gap” between those aspirations and the shopper’s reality. The study also outlined shopper personas that help brands define positioning in the marketplace. One of the biggest themes throughout the study was the shopper aspiration—for all persona levels—toward greater environmental sustainability.  

The Reality of Shopping Sustainably

Forty-seven percent of primary shoppers aspire to buy, or currently buy sustainable foods as a lifestyle choice. Among this group, certain personas are willing to trade taste and convenience to meet sustainability goals, while others perceive that they can’t afford to shop sustainably. [See actionable insights on navigating five key landscapes to align with consumer aspirations.]