For the sixth time, the Trendbüro presents the study on ethical consumption, which is initiated and published by the Otto Group and for which Bonsai Research has taken over the market research part.One important result in advance: Ethical consumer behavior remains capable of gaining majority support. For 62 percent of people, it is an integral part of their purchasing considerations - although the value has fallen by eight percentage points in view of the crises. 

Otto Group presents results of the 6th trend study: Ethical consumption is changing considerably in the face of multiple crises. Germans have become significantly more price-sensitive, but the majority of purchases continue to be based on the sustainability of the products. According to the current trend study, 62 percent of those surveyed still consider ethical consumer behavior to be an integral part of their purchasing considerations. More important to people than before is the long-term goal of combating climate change. 68 percent want climate neutrality to be the benchmark of ethical consumption and call on brands and companies to become the drivers of transformation for climate neutrality. As a response to climate change and resource scarcity, the circular economy is increasingly well understood. The move towards a circular society is gaining traction.

The current results show that ethical consumption continues to be mainstream despite difficult conditions - a remarkable result in view of the financial burdens on consumers. This statement is supported by the results of market research by Bonsai Research and a meta-analysis by Trendbüro.

Save and still consume sustainably

Ideally, saving is combined with sustainability - 67 percent of Germans have changed their consumption behavior to this effect due to factors such as Corona, inflation, the energy crisis and climate change. In general, there is a significant shift: Climate neutrality has become the new benchmark of ethical consumption for those surveyed, even if organic-regional, social justice and health remain important factors in consumption. 

"We are seeing an increase in people's awareness of the impact of consumption on the environment and climate. The results show that even in times of multi-crises, the long-term goal of combating the climate crisis is not being suppressed and sustainable consumption remains robust. This trend can certainly be explained by the expansion of product offerings in recent years. Sustainably declared products are now available in different price ranges," said Prof. Peter Wippermann of Trendbüro, head of the study, summarizing the findings. "In addition.

The circular economy is increasingly being seen as a solution on the way there. People are prepared to move away from a throwaway society toward a circular society. Although the figure has fallen by seven percentage points compared to 2020, three quarters of all respondents (75 percent) still support this statement," Prof. Wippermann continued. He therefore advises companies to rethink their business practices and models in terms of the circular economy in order to meet ethical and economic expectations. This is the only way they can survive in competition and secure their future. 

The increased willingness of people to see their own responsibility in protecting the planet is an optimistic sign. While the demands on politicians have fallen drastically - after a drop of 28 percentage points, only 13 percent now see politicians as responsible - the expectations of companies are concrete: the study shows that more decisive action and concrete measures are required - otherwise trust will be withdrawn.

"More is expected from companies than a 'purpose statement'. Entrepreneurs and companies alike should take this finding from the trend study very seriously," says Alexander Birken, CEO of the Otto Group. "The motto here is to move from talk to action. That is why we are working with our brands such as OTTO, Bonprix, Manufactum, Hermes and About You on concrete sustainable solutions to combat climate change. Sustainability is firmly anchored in our DNA and we recognized many years ago that a responsible approach to people and nature becomes a 'license to operate,'" Birken continued. "Companies now have the opportunity to help shape the shift to a circular economy and secure their role in the future. It is no longer just about acting ethically, but also about economic success and positioning in international competition. The Otto Group wants to advance the circular economy - with concrete contributions from its individual brands in the areas of repair, recycling and re-use, among others."

The most important results at a glance

1) Ethical consumption defies crises and remains mainstream

The importance of ethical consumption is changing: For 62 percent of Germans, ethical criteria are an integral part of their purchasing decision. In 2020, it was still 70 percent. 67 percent of respondents have changed their consumer behavior as a result of Corona, inflation, the energy crisis and climate change, and combine saving with sustainability. However, 43 percent also say that living sustainably has become a secondary priority for them since the crises. 

2) Climate neutrality becomes the new benchmark for ethical consumption.

The circular economy is becoming more attractive. 68 percent of respondents want climate neutrality to be the benchmark of ethical consumption. They are calling on brands and companies to become drivers of transformation for climate neutrality. 62 percent are familiar with the concept of the circular economy, in which products are shared, leased, reused, repaired, refurbished and recycled to reduce waste and conserve resources. 75 percent of respondents are willing to help move from a throwaway society to a circular society. This is seven percentage points less than in 2020, with baby boomers currently more determined to embrace the change (85 percent) than Gen Z (64 percent).

 3) 'Business as usual' is no longer an option

82 percent of respondents are in favor of product designs offering sustainable solutions from planning to recycling. For companies, this means that carrying on as before is no longer an option. They need to rethink their business practices and models in terms of the circular economy. Combination of savings and sustainability preferred. The study shows that 67 percent of respondents have changed their consumption behavior due to Corona, inflation, energy crisis and climate change, and they combine saving with sustainability. Sharing models can be a way to combine the best of both worlds: 53 percent of Germans said that sharing, lending or reselling products in areas such as mobility, fashion or media has become a new lifestyle for them.

 4) Product longevity determines the consumption turnaround

In the future world of consumption, services such as restoring, repairing or buying back products will be a matter of course. The linear economic system with its 'take-make-waste' principle is increasingly being called into question. 81 percent of Germans would use repair services in e-commerce. 78 percent see manufacturers as responsible for this task, 62 percent see retailers as responsible. Willingness to take more personal responsibility increases The positive attitude toward taking responsibility for protecting the planet has increased by four percentage points. At 26 percent, this is the highest figure for the question of who should provide the decisive impetus on the way to a circular economy. Demands on politicians are becoming fewer. Only 13 percent of respondents now believe that politicians should be held more accountable for the development of the circular economy. In 2020, 41 percent were still of the opinion that this was a government task. 

5) More action and less greenwashing

However, companies are expected to do more than just issue a purpose statement. More transparency, more decisive action and concrete measures are demanded. For example, 46 percent feel cheated by greenwashing and would no longer buy the products. 

Alexander Birken, Chairman of the Executive Board and CEO of the Otto Group: "The current trend study shows that ethical consumption remains mainstream even in times of crisis. And although people have become more price-sensitive, the willingness to take responsibility themselves to combat climate change and preserve living conditions has increased. For us as the Otto Group, too, there is no alternative to sustainable action. For a future worth living, we must therefore pull together with society, politics and business. Away from the throwaway society, towards a circular society, with a resource-conserving production method, in which human rights are more strongly respected and respect and mindfulness towards nature take on a new significance. We can look to the future with optimism if we move from talk to action - together." 

For the representative study, the results of a survey conducted by Bonsai Research among 1,000 people in Germany between the ages of 16 and 72 in November 2022 were combined with findings from trend research.