Parents Insights


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One of our latest editorials prepared for CWB magazine, talks about how sustainability drive changes shopping habbits.

Whilst there were a number of key themes and topics that emerged from the last decade, increased awareness levels on the impacts of climate change have seen environmental concerns become a top issue. Thanks to the actions of environmental crusaders like Greta Thunberg and Extinction Rebellion, people have sat up, listened and changed their behavior. 2019 in particular was a big year for sustainability, demonstrating how these real concerns have and will impact the way parents shop.

Our data shows that not only do parents wish to shop differently and change habits, but also pass on their thoughts to influence their children on such matters; a third of parents (34%) say teaching their children the importance of taking care of the environment is a top priority. Of parents who actively encourage sustainability, a little under three-quarters (71%) are using eBay to buy and sell products, indicating a preference to reuse items over unnecessary consumption and similar sites and platforms are also on the increase.

Both Gen Z and Millennial parents are utilising Facebook Marketplace to buy and sell items and this is particularly popular amongst parents who earn up to £25K – they’re 17% more likely than those on an income of over £50K to use the site. Households of this higher demographic are the most likely to be utilising NCT sales, again indicating that despite having the disposable income to do so, these parents are actively willing to reuse and recycle over buying new. Similarly, this group of parents are 30% more likely to be concerned about the environment compared to parents earning under £25K.

As parents are becoming increasingly concerned with waste and the ethics of corporations they’re buying from and contributing to, it is essential that brands are being transparent with their efforts to promote sustainability in order to maintain the custom of their target audience. Now more than ever, brands need to implement proactive strategies to reduce their environmental harm and communicate this effectively to customers.

This issue of sustainability does not only affect how parents shop for children’s and nursery products but also consumables too. Within our data we can see that 45% of parents are now considering eco-friendly food products and over half (53%) are choosing to purchase local produce. Not only this but a good number of parents (39%) are actively choosing to buy organic products, indicative of their enthusiasm for considering the environment. To this end, reducing meat consumption was also a huge trend last year for both health and environmental factors, as parents are becoming more aware than ever of how eating less meat can reduce their carbon footprint.

Such environmental trends present brands with an opportunity to engage with their audience in a way they may not have before, through a growing interest in the ethics of what they’re consuming and helping to create a greater level of trust and therefore affinity with the brand. However, communication needs to be simple and effective for consumers to understand so not lose interest or over complicate matters.

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