About this research
Environmental Sustainability - How to Engage Shoppers
Understanding shoppers’ attitudes and priorities for environmental sustainability, and how to activate their interest
June 2011

Many shoppers are very committed to becoming waste free. Recent IGD research found that almost seven in ten shoppers want to become a zero waste household, with half of them already claiming to be recycling, composting or reusing all the food leftovers and packaging that they can (source: IGD’s Shopping Trends for the Future – Learning from Trailblazers, Oct 2010).

Industry is also demonstrating a strong commitment to waste reduction. Phase 1 of the Courtauld Commitment has successfully designed out packaging waste growth, and reduced food waste by 270,000 tonnes per year, far exceeding the 155,000 tonne target (source: WRAP, 23 Sep 2010).

Despite this progress, big challenges remain. The total amount of packaging waste has not reduced, remaining at approximately 2.9 million tonnes per year. It’s also estimated that the typical household can save £480 per year by reducing food waste (source: WRAP, 19 Aug 2010). What can food and grocery companies do to activate more shoppers towards meeting these challenges?

While many shoppers are behind the drive to reduce waste from their food and groceries, not least as a sensible strategy in these straightened times, there are many other aspects of environmental sustainability to engage shoppers with; from biodiversity to biodegradability, and from carbon footprints to water footprints. So, how can grocery companies engage shoppers with these varied issues?

With the Copenhagen Climate Change Conference of 2009 a fading memory, and the Cancun summit at the end of last year not capturing the same attention, how are eco-attitudes evolving, and what does this mean for retailers and manufacturers in the food and grocery industry?

Environmental Sustainability – How to Engage Shoppers will help you to:

  1. Understand how shoppers attitudes to climate change and the environment are evolving
  2. Assess how environmental concerns really do impact real-life shopping decisions, if at all
  3. Identify how you can empower shoppers to reduce their household packaging and food waste
  4. Establish levels of shopper engagement with different environmental issues