A survey from Akeneo has revealed that people from around the world are more interested in the extent to which the products that they buy via safe shopping online and on the high street are eco-friendly and ethically made.

Almost two-thirds of consumers scrutinise just how sustainable items are before committing to a purchase, and indeed there is a general eagerness for brands and retailers to put as much information relating to this as possible on the packaging and labelling of products.

A number of considerations are factored into spending habits today, covering things like the ethics of the manufacturing processes used, whether or not organic materials are included and how fairly the people involved at various stages of the supply chain are paid.

Vendors were also involved in this study, with the vast majority revealing that they not only rely in packaging to pass on the positive information relating to product sustainability but also make use of social media tools and general marketing efforts to connect with the more conscientious consumers that are prevalent in the 21st century.

The internet is proving particularly instrumental in this process, with e-commerce and online advertising opportunities allowing brands that are ethically focused to convert casual observers to loyal customers more effectively.

Of course, the multichannel nature of modern retail also means that coordinating efforts across different platforms is important, since consumers are not just looking for brands to be honest about their practices but also coherent and cohesive in terms of how they present themselves to their target audiences.

Around two-fifths of firms are failing to adhere to marketing deadlines they set as a result of this, but at least there is now an understanding that sustainability sells and a lack of transparency can hurt brand reputation.