March 15th marks the World Consumer Rights Day, an event that since 1962 has championed and raised awareness of consumers’ rights and empowerment.

This year, as the urgency of the climate crisis and the need to shift towards a circular economy, we celebrate what consumers have already achieved and consider what we could do better to transition to affordable, sustainable consumption. 

Sustainable futures: an opportunity to give consumers what they want

Euroconsumers believes sustainable consumption offers an exciting opportunity to rethink the way we produce goods, use energy and transport and the way we grow and eat food. And it chimes with what consumers what they want – three quarters of people say sustainability is an important factor in their choices, and 83% have already changed their consumption habits. 

Our new survey of over 4,000 consumers in Belgium, Italy, Portugal and Spain uncovered the sustainable habits people have already implemented as part of the just transition and asked what challenges are holding them back from fully embracing sustainability.

Consumers are already doing a lot to push markets to deliver on sustainability:

• Energy and water: 86% hang out clothes to dry instead of using a tumble dryer, 60% have insulated their homes, 78% use energy efficient appliances.  79% have reduced the use of energy in the home, and 84% save water.

• Products: 91% keep products in use for longer, including 76% who keep teach devices for longer than they used to, 79% say they generally buy less and 72% opt for local products.

• Transport: 56% say they practice eco-driving to improve efficiency, and 53% use public transport.

• Food: 87% of respondents say they choose seasonal food, and 52% eat organic food.

Cost is a big factor in making sustainable choices: 

Money came up again and again as a major barrier to taking the sustainable option.  For example, 50% of consumers surveyed say they have not used an electric car (EV) and are not planning to.

When we dig deeper into why this might be, consumers told us that it’s too costly to change any more habits (62%), and half said they lacked the financial support to implement changes, and 30% find the costs of adopting sustainable products and behaviours isn’t outweighed by the benefits. 

When consumers who were not worried about the impact of climate change responded to the cost question, they said that adopting sustainable consumption changes was not worth the expense especially given the lack of financial support.   

Against a backdrop of increased costs of living and uncertain economic outlook, consumers’ views must be heard. 

A sustainable future is an affordable future 

These responses get to the heart of the challenge that policy makers and markets must meet  – an affordable, just transition towards a sustainable future.

Euroconsumers Manifesto backs the creation of a vibrant, accessible market that produces more sustainable products and services for more people at a price they can afford, regardless of income or status.

And the consumers we surveyed have plenty of practical suggestions for how to achieve that across many different aspects of their lives: 

• Almost two thirds of consumers surveyed believe households should get higher subsidies for electric cars

• Just over three quarters of respondents agree that the European train network needs to be developed and promoted as an alternative for short-distance flights, and 87% support further investment in improving the public transport network

• Over half believe that it should be mandatory to reduce energy usage to mitigate climate change.

• 77% agree that fast fashion should be discouraged by imposing requirements for textiles, that will make them last longer and be easier to repair and recycle.

• Three quarters of those surveyed would support a special tax regime for energy-efficient and climate-friendly construction and housing projects

Support people to be the sustainable consumers they want to be

We know consumers are already doing a lot, we know that cost is holding many back from doing more, and we have clear suggestions for what could make transitions more affordable.

On World Consumer Rights Day, let’s listen to consumers and let them lead the way in the transition to a sustainable, affordable future.