Our brand new shopper sustainability segmentation segments British shoppers into six different segments, from climate change deniers to climate change activists, based on their attitudes towards and beliefs about climate change, sustainability in food and groceries, the actions they are taking to tackle global warming and more.

This is the start of a project, not the conclusion of one, and we will continue to deep dive into this in the future.

Looking for more insight on sustainability and ethics? Visit our dedicated Sustainability and ethics hub