‘Watt’ does sustainability mean to consumers in the world of tech?

Our latest conversational study with 598 consumers from the UK, Mexico, USA and India has highlighted a shift towards sustainable tech. In fact, 69% of consumers feel sustainability is of the utmost importance when purchasing a new tech product. But what does the term ‘sustainability’ mean in the world of tech?  The majority of consumers associated sustainable tech with recyclability (50%), followed by product durability (39%) and energy efficiency (37%). As such, it’s unsurprising that consumers prioritise energy efficiency (30%), durability (37%) and recycling programs (26%) when evaluating the sustainability of a tech product. Aspects like the manufacturing process (7%), the product’s origin (3%) and the radiation impact (2%) are less front of mind.

“Sustainability in tech products means causing no harm to the earth during their production, use, repurposing, or recycling phases. It involves using sustainably sourced batteries, ensuring worker welfare, and making sure the products are fully recyclable. I think it’s super important.” MALE, 49, GB

Do consumers think sustainable tech is w-’earth’ the extra investment?

Although sustainability is considered an important factor when evaluating tech products, are consumers willing to pay more for it? 45% are willing to pay more for a sustainable tech product, while 14% aren’t. The remainder feel it depends on the product and how sustainable they perceive it to be. Ultimately, consumers are willing to put more money into the pot if they’re confident their investment is going towards something meaningful.

Are consumers ‘current’-ly engaging in e-waste management initiatives?

When asked what e-waste management initiatives they were aware of, if any, 62% mentioned that they were aware of recycling centres, followed by material reuse initiatives (35%) and collection initiatives (22%). However, engagement in e-waste management initiatives is pretty polarised. 55% always or sometimes engage with these initiatives, 24% never do or are not sure how to and the remaining 11% aren’t sure if they have as they haven’t done so consciously. Among those who do dispose of their e-waste, the top products disposed of include mobile phones (73%), computers (55%) and televisions (49%). Items like cameras (14%) and wearables (12%) are less disposed of.

Have you ‘bin’ there, done that?

What motivates or blocks consumers from engaging in e-waste initiatives?  The people have spoken, and money talks! 40% shared that money would be the best motivator for engagement, followed by enhanced awareness (32%) and easy participation (29%). Among those who don't or would not take part, the biggest obstacles are limited accessibility (31%) and a lack of awareness (25%).

“The difficulty in accessing e-waste management systems and the lack of sustainable production are significant barriers. These initiatives are also just not that popular in our society.” MALE, 24, IN

What improvements do consumers want to ‘sea’?

How can tech providers improve their sustainability initiatives? The majority of consumers would like to see improvements in recycling programs (35%). This preference outshines sustainable materials (31%) or durable products (30%), demonstrating that consumers want to see attention to sustainability throughout the lifecycle of the product e.g. before, during and after use.

How can you come out on ‘crop’ with your sustainability initiatives?

1. Don’t ‘waste’ the opportunity Instead of limiting your focus on sustainability to pre-purchase aspects e.g. manufacturing processes, sustainable materials etc, consider the end-to-end lifecycle of the product. Capitalise on the existing knowledge of recycling centres and the desire for improved recycling programs by launching a user-friendly recycling program or optimising your existing one. Recycling programs are one of the top features consumers look out for when considering the sustainability of a tech product.

2. Ramp up the ‘trash’ talk. The majority of consumers are willing to pay a premium for a tech product they consider sustainable. However, a whopping 42% of those who are willing to pay more will only do so if they’re confident that the product is actually more sustainable than other options. Clear credentials, proof points and campaigns dedicated to highlighting your initiatives will be key in driving the path to purchase.

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