Mother unpacking local food in zero waste packaging from bag with help of daughter in kitchen at home.

As consumers seek to reduce their carbon footprint, more are turning to climate-transparent brands, according to the results of a new survey Strong Roots shared with Food Industry Executive.

The survey of 1,000 consumers across the US, UK, and Ireland revealed that younger consumers are much more likely to opt for sustainable products. Almost half (46%) of Gen Z and Millennial shoppers would choose products with climate labels over their favorite brands, but fewer older consumers (27%) would make the same choice. Gen Z consumers are also more willing to pay extra for sustainable products than older shoppers (44% compared to 23%). 

However, while not all consumers are willing to drop their favorite brands or pay more for climate-conscious products, consumers of all ages would like to see more transparency. More than half (52%) are more likely to buy a product that includes transparent climate footprint information, and the majority (82%) want more information about companies that are majorly contributing to the climate crisis. 

Other highlights from the survey include: 

  • To help reduce climate impact, half of consumers are more likely to buy food products from their home country. 
  • More than six in 10 (61%) support increased regulation for climate labeling, but 60% say there’s a lack of knowledge and education surrounding climate labeling and its impact on climate change.
  • More than four in 10 (41%) are interested in buying products that positively impact the climate, but they aren’t sure how to do so. 
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