Why sustainability and privacy are high on the consumer agenda

Despite their worries about inflation, consumers are willing to spend almost 10 % more on sustainable products – but not in the Netherlands. Online consumption continues to grow, but so do concerns about data protection.

Climate change effects

A third (31 %) of consumers cite inflation as the biggest risk to their consumption habits in the coming year. They expect spending on groceries in particular to continue to rise sharply over the next six months. But despite that pressure on purchasing power, consumers say they are willing to spend an average of 9.7 % more on sustainably produced or sourced goods. That is according to PwC’s Voice of the Consumer Survey 2024, a survey of more than 20,000 consumers from 31 countries.