How brands can prioritise sustainability as inflation increases

Bill Alberti

With inflation driving prices up – from energy costs to food prices – brands may need to rethink their approach to sustainability.

Climate change is currently just scraping onto the list of people’s concerns, with wars and cost-of-living crises higher up their agendas.

Across nations, the cost-of-living crisis is hitting consumers’ wallets right now. When we asked 500 consumers in the UK, US, Germany, China and India to tell us what’s on their minds, they identified in order of priority: the Russia–Ukraine crisis (37%); cost of living increases/inflation (26%); the COVID-19 pandemic (25%); climate change (9%); and social/racial injustice (3%).

A second cut of the same data found that even when consumers list Ukraine as their main worry, it’s often the impact...

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