The report shows that today, 92% of citizens in South Africa say that the topic of sustainability is important to them, yet only 58% claim to be living sustainably.

Amongst those consumers acting more sustainably, the majority report to be using up leftovers (86%). They also report to be limiting water use at home (84%) and mending / repairing household items rather than replacing them (80%).

The say-do gap

The 'sustainability paradox' — the gap between acknowledgement (92% importance score) and action (42% not living sustainably) — must be tackled by brands, according to the 86% of consumers who believe that "companies have a responsibility to take care of the planet".

So, what are the barriers that brands can help consumers overcome? According to the InSites Consulting study, 74% of consumers said that sustainable living must be more accessible (options be more widely available) and 60% would adopt a more sustainable lifestyle if it required less time or effort.

Seventy-three percent of South Africans report that they would adopt a more sustainable lifestyle if it was clear which brands are sustainable; this is a call to action for brands.

Those that claim to be (more) sustainable are perceived as:
  • more trustworthy (62%)
  • more up to date (66%), and
  • providing a higher level of quality (65%) according to South Africans.
Unfortunately, 70% of South African consumers have never heard of B Corp Certification and just 4% have seen the label on packaging.

'Buy' cotting on the rise

For those consumers who are aware of brands' sustainability efforts (or lack thereof), boycotting is one way to express discontent. Eighteen percent of South Africans today report that they have boycotted a brand for sustainability reasons, specifically due to brands lacking gender equality support (24%) and the absence of recycling programs (24%).

There is a rallying cry from consumers at either end of the awareness spectrum, for better behaviour from brands, according to the report.

"Sustainability is not a problem that governments alone can solve; businesses also have to pull their weight," says Joeri Van den Bergh, partner and sustainability expert at InSites Consulting.

"It is a shared responsibility that needs to be addressed today. Brands need to take up their societal role and take consumers along their journey through active and transparent communication. The time for brands to act is now because, in the end, good business is good business," adds Van den Bergh.

This topic will be unpacked further at an event on Wednesday, 11 May at 09:00. Joeri Van den Bergh will highlight the key barriers that South Africans face in living more sustainably and how brands can help people to overcome them.

To register, individuals are encouraged to click here. Event attendees will receive early-bird access to the bookzine Conscious Consumption: The South Africa Edition. It will also be available to download for free following the event here.

For more information, visit www.insites-consulting.com. You can also follow InSites Consulting on Facebook, Twitter or on Instagram.