Survey: Sustainability takes back seat to price with holiday shoppers

A new survey that finds consumers value-minded this holiday season also ranks the brands they perceive as most sustainable.

Bombas was rated the top sustainable brand, followed by Yeti and The North Face, according to Stifel’s “Sustainable Lifestyle Brands Index,” which ranks brands based on U.S. active/casual lifestyle consumer perception of brand sustainability practices. The brands were measured according to three metrics of sustainability: environmental, social and ethical business practices.

Rounding out the top ten were Carhartt, Patagonia, Allbirds, Adidas, Columbia, Under Armour and Smartwool + Levi’s.

The Index was released in conjunction with a survey in which Stifel, working with Morning Consult, surveyed 6,053 U.S. active/causal lifestyle brand consumers ages 18-55. The survey data indicates heightened price sensitivity, just as the holiday shopping season kicks into high gear.

While 80% of consumers still believe it’s important for brands to operate sustainably, only 32% highly prioritize sustainability when making purchasing decisions, compared to other factors such as good value (68%) and low price (57%).
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