43 per cent of UK shoppers would pay more for a product or service if they knew it was ethically or sustainably sourced, according to new research.

A report from supercharged commerce found that 33 per cent of the 2000 UK shoppers surveyed have already paid more for ethical items.

On average, British consumers said they would be willing to pay around 20 per cent more for an ethically or sustainably sourced item.

“The past year has not only seen a spike in online sales, it’s seen consumers care more about shopping with brands that align with their values,” said Tim Edwards, founder of supercharged commerce. “As the time we spent at home significantly increased, consumers had more time to consider, research and evaluate the brands they were buying from."

Over half of Gen Z and 46 per cent of Millennials said they now spend more time researching a brand’s ethics and sustainability credentials than they did 12 months ago, compared to just 22 per cent of Baby Boomers.

When asked how long they spent researching a brand’s ethics and sustainability credentials, both Gen Z and Millennials agreed it was around 32 minutes per month.

“The younger generation are leading a significant shift towards more purpose-driven spending and we predict this will only increase, so it’s important for retailers targeting this generation to make this an integral part of their strategy – as long as it is genuine,” added Edwards. “Customers will see right through brands that do this for commercial gain only.

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