Reports into consumer trends repeatedly show an interest and desire to shop more sustainably. Looking into how consumers shop once set loose, however, suggests the good intentions don’t always last. A 2018 Accenture surveyshowed that while 65% of consumers say they prefer to buy from brands that are ethical, only 26% of consumers will actually opt to buy from them. Similarly, a 2020 Mckinsey report into consumer views of sustainability in fashion found that the increase in people looking to purchase more sustainably did not necessarily match up to reality – sales for fast fashion retailers such as Boohoo soared during lockdown, at odds with people’s desire to become more sustainable and ethical. 

“Consumer concern about the environment does not readily translate into the purchase of environmentally friendly products. Commercial research says 46% of consumers are more inclined to buy a product if it is eco-friendly. But nearly 60% are unwilling to pay more money for that eco-friendly product.”

The Conversation

This intention-action gap is seen across industries, from more sustainable food, to fashion, to cleaning products. It’s hardly surprising, though, when both the affordability and availability of sustainable products makes them much harder to convince people to buy. Currently they are not the norm – most brands lie under ‘luxury’ products with a higher price tag and lower availability. 

There is a definite danger of sustainable and ethical living becoming one that privileged people are able to do, and those that have less privilege continue to be unable to afford. Of course, by their nature, sustainable and ethical products cost more to produce, and thus more to sell, but the climate crisis is happening now, and there must be a way of helping people shop better. 

At Leo’s Box, we believe we have found a solution to cross the intention-action gap. By selling everyday products at wholesale prices without the large markup of RRP, we are able to provide sustainable products at prices competitive with those found in supermarkets on less sustainable labels. It just seems like the right thing to do. 

Leo’s Box’s £4 monthly fee provides customers with access to all these products, and on the brand side allows regular income to order larger batches of products. The more we can buy, the lower the prices, and the better the deal for customers. 

Our refer a friend model makes the deal even better – get a friend to sign up and both of you get a free month. More people, more purchasing power, more savings. 

Doing the right thing should be easy, and with Leo’s Box membership, it can be! All the products are rigorously tested and researched, ensuring that they’re suitably ethical and sustainable, and of course that they actually work. We only provide necessary products that do good and are good, so doing the right thing is easy.

Fancy signing up? You can do so here.