UK online shoppers favour eco-friendly, charitable brands
A new report from Ecommpay and IMRG reveals that a significant proportion of UK consumers prioritise charitable giving and sustainability when shopping online.
Charitable preferences
A survey of 1,000 UK consumers found that 36.9% actively support charities, while nearly an identical 36.6% are willing to donate when the opportunity arises during the shopping process. Notably, 24% of consumers indicated they would choose a brand that supports a charity, and 41% said they would at least sometimes be more inclined to shop with a retailer that supports charitable causes.
When it comes to the most convenient time for charitable donations, 53.4% of consumers identified the checkout stage as their preferred moment to give. In addition, 26.5% said they would prefer donating as part of a loyalty programme. One-off donations are strongly favoured by shoppers, with 59.4% choosing this method over regular contributions.
The facility to round-up on a total basket value is also an important motivator, with 44% of surveyed consumers stating this would make them more likely to donate. Retailer-matching of customer donations was highlighted as another incentive, with 39% of participants responding that this would encourage them to contribute.
Sustainability factors
Environmental concerns also figure prominently among UK consumers' priorities. According to the report, 34.6% of consumers stated they sometimes choose to shop with retailers that have environmentally friendly practices, while interest is particularly high among those aged 18-24, with 38.9% in this age group saying they often shop with eco-friendly brands.
Among the sustainability considerations most cited by consumers, eco-friendly packaging was the top demand at 32.3%, followed by sustainable product materials at 21.9%. Additionally, more than 1 in 10 consumers noted that carbon offsetting initiatives would motivate them to engage with a retailer.
Retailer guidance
Ecommpay's report emphasises the importance for online retailers to make charitable opportunities visible at several points in the purchase journey. Besides checkout, loyalty programmes, dedicated charity pages, and the retailer's home page were all highlighted as effective touchpoints, each noted by over 20% of respondents.
Discussing the findings, Miranda McLean, Chief Marketing Officer at Ecommpay, stated:
"This new research shows how consumers are engaging with retailers' charitable and sustainability actions. By recognising evolving expectations and integrating authentic and accessible charitable giving and sustainable practices, retailers can not only meet evolving customer demands but also build stronger, more meaningful connections to drive genuine, long-term loyalty that boosts conversion rates."
The research is aimed at helping eCommerce businesses tailor their approach to both meet customer expectations and increase loyalty and conversion rates. This includes integrating payment options that make donating to charity and offsetting carbon footprints straightforward for consumers.
Recommendations for merchants
Ecommpay has provided a set of recommendations for eCommerce merchants based on the survey data. These include making charitable giving easy and optional at checkout, providing transparency about how donations are used, giving consumers control with clear one-off and round-up donation options, supporting causes relevant to customers, and embracing sustainability in products and packaging to appeal to environmentally conscious shoppers.
The survey, conducted by IMRG, specifically targeted adults in the UK and aimed to provide actionable insights into how online retailers could respond to changes in consumer expectations around social impact and environmental responsibility.
