Product labelling will become more, rather than less, of an issue. Market Assessment forecasts that there will be greater differentiation and eventually, market segmentation, according to more advanced criteria of labelling and ethical sourcing. Environmental concerns rank highly among those adults surveyed for this report. But concern for ethical sourcing is less pronounced in relation to services, including banking and holidays. The results of our NOP survey show that women consistently demonstrate a more positive attitude to green and ethical issues than men.
Women are more likely than men to buy ethically produced food products.
In contrast to attitudes to other ethically produced goods and services, women are less likely than men to respond positively to the offer of ethical financial services. This can be attributed to a more cautious attitude to money and saving among women, especially those with younger children. There is also a wide variation in responses according to age. Those in the 25-34 age group, who are most likely to be in the family lifestage, ie have young children living at home are, in broad terms, are less inclined to be influenced by environmental or ethical factors when purchasing. This trend can be attributed to higher levels of mortgage debt and higher outgoings on childcare.