Ethical Consumption Established in the Mainstream - Otto Group Trend Study

Ethical consumption is no longer a niche topic, but has arrived in the middle of society. This is one of many exciting findings of the 5th trend study on ethical consumption by the Otto Group in cooperation with Peter Wippermann, which was accompanied by market research at Bonsai . Further results:

- 70 percent of people say that ethical criteria have become an integral part of their purchasing decisions. In 2013, it was 63 percent.

- 20 per cent of respondents even say that they have become even more conscious of buying according to ethical criteria since the Corona crisis. 

- 63 percent of people are now also prepared to bear the additional costs for climate-neutral products.

- 68 per cent of the respondents would even boycott a provider that shows unfair behaviour towards its employees and has poor working conditions. 

 "The question of whether our way of living and doing business needs to be corrected is being asked ever more loudly," Alexander Birken, Chairman of the Executive Board and Chief Executive Officer of the Otto Group, comments on the study: "We in the Otto Group want to make a difference, because it has been our conviction for generations that in the end the economy must serve people, not the other way round." The detailed statement by Alexander Birken, an overview of the most important results and a link to download the study can be found here:  

Bonsai accompanied the study from the market research side. "The study shows once again that the trends of conscious lifestyle and ethical consumption are irreversible", says Bonsai CEO Jens Krüger: "This increases the challenge for companies to act accordingly".

For the study, the results of a Bonsai survey of 1,149 Germans between the ages of 14 and 74 from October 2020 were combined with perspectives from trend research.