Introduction: A Growing Focus on Eco-Friendly Living

Sustainability is no longer a choice for many South Africans—it’s a necessity. From recycling to green energy adoption, consumers are taking steps toward eco-friendly practices. Insights from YouGov Profiles shed light on consumer attitudes and behaviours surrounding sustainability, highlighting key trends and areas for improvement. This blog explores these insights, arranged in ascending percentage order.

Energy Companies and Environmental Care: Perception vs. Reality

South Africans hold mixed feelings about energy companies’ environmental efforts, with 58% feeling that these companies don’t care about the planet. Despite this, 60% agree that companies, in general, are improving their environmental impact.

Energy companies have an opportunity to rebuild trust by adopting transparent eco-friendly initiatives. From investing in renewable energy sources to sharing measurable sustainability goals, these steps can demonstrate genuine commitment and align with public expectations.

The Price of Sustainability: Are Eco-Friendly Products Too Expensive?

Affordability remains a significant barrier to sustainability, with 66% of South Africans perceiving eco-friendly products as more expensive. While many consumers are willing to support sustainable practices, higher price points deter widespread adoption.

Brands can address this by offering affordable green products and leveraging incentives, such as discounts or loyalty rewards, to make sustainability accessible to all. Government subsidies or partnerships with organisations promoting sustainability could also help bridge the affordability gap.

Making Recycling Easier: Overcoming Barriers to Sustainability

Recycling is widely recognised as essential, but 55% of South Africans feel it takes too much effort. This perception underscores the need for more accessible and convenient recycling solutions.

Innovations such as automated recycling kiosks, community collection points, and clear recycling education can reduce these barriers. Partnerships between local governments and private organisations can further enhance recycling infrastructure and awareness.

Climate Change and Consumer Action: What Can We Do?

Climate change is seen as the biggest threat by 72% of South Africans, emphasising the urgency of collective action. While many individuals are recycling or reducing waste, larger community-driven initiatives can amplify these efforts.

Programmes like tree planting, neighbourhood clean-ups, and renewable energy projects can empower communities to combat climate change. Brands can also play a role by promoting sustainable practices through campaigns and collaborations with environmental organisations.

Eco-Friendly Events: How Brands Can Make an Impact

Sustainability is increasingly important for events, with 70% of South Africans believing brands should prioritise eco-friendly practices when hosting. From sourcing green energy to minimising waste, there are many ways to incorporate sustainability into event planning.

Successful eco-friendly events focus on reducing single-use plastics, using digital alternatives to paper, and sourcing materials from sustainable suppliers. Highlighting these efforts can position brands as leaders in environmental responsibility.

The Green Consumer: What People Expect from Eco-Friendly Products

Consumers are clear about their expectations, with 64% willing to pay more for eco-friendly products. However, they also expect these products to balance sustainability with affordability and quality.

Brands can meet these demands by emphasising transparency in sourcing and manufacturing processes. Highlighting certifications, such as Fair Trade or Organic, can build trust and reinforce the value of sustainable products.

Sustainable Energy: Balancing Costs and Commitment

Green energy is widely regarded as the future, with 64% of South Africans willing to pay more for sustainable energy. However, 52% still prioritise cost over environmental impact, reflecting a gap between aspirations and affordability.

To make sustainable energy more accessible, providers can offer tiered pricing models or incentives for energy-efficient behaviour. Educating consumers about the long-term cost savings of green energy can also shift perceptions and encourage adoption.

The Rise of Green Energy: Is It the Future?

A significant 80% of South Africans believe green energy is the way forward. This optimism reflects a growing awareness of renewable energy’s benefits for the environment and economy.

Governments and energy companies can capitalise on this sentiment by accelerating investments in solar, wind, and other renewable sources. Policies that encourage adoption, such as tax incentives or subsidies for green technology, can also drive further growth.

The State of Recycling: Why Effort Still Matters

Recycling remains a cornerstone of sustainability, with 80% of South Africans actively participating. However, barriers like inconvenience and lack of awareness prevent higher engagement.

Simplifying the recycling process and providing clear guidelines can encourage more individuals to participate. Campaigns that emphasise the collective impact of recycling can also motivate action, fostering a sense of shared responsibility.

Conclusion: A Path Toward Sustainability

South Africans are embracing eco-friendly practices, but challenges remain in affordability, accessibility, and perception. By addressing these barriers and leveraging insights from YouGov Profiles, businesses, governments, and individuals can collaborate to create a more sustainable future.

Sustainability isn’t just about individual actions—it’s about collective efforts that benefit everyone. By investing in green energy, making recycling easier, and offering affordable eco-friendly products, South Africa can lead the way in environmental responsibility.

Methodology:

Profiles: Segmentation and media planning tool. YouGov Profiles makes it simple to find and understand the audience that matters most to you. With data collected daily, it gives you the power to build and customise a portrait of your consumers’ entire world with unrivalled granularity. More than 12,500 variables are available in South Africa.

Dataset: 2024-12-29

Nationally representative sample of South African adults with access to the internet, aged 18+

n ~ 4879