As this year’s busy online holiday shopping season kicks into full gear, 45% of Americans say they would be likely to add $1 to their online holiday purchases to neutralize the carbon emissions of their deliveries, according to a new national survey of more than 2,000 U.S. adults conducted online by The Harris Poll for Cloverly, a tech company that helps businesses offset their carbon emissions.
“Cloverly’s new survey shows just how far consumers, younger Americans and parents, in particular, will go to support sustainable brands this holiday season,” said Anthony Oni, CEO of Cloverly.”
Notably, 61% of parents with children under 18 say they would be likely to add $1 to their online purchases to neutralize the carbon emissions of their deliveries this holiday season – with a majority (61%) saying they would be somewhat likely (34%) or very likely (27%) to do so, compared to 37% of those who are not parents of children under 18. Additionally, 63% of parents say they would be likely to seek out eco-conscious online retailers when making online purchases this holiday season.
“Consumers – and parents especially – understand online shopping is not without negative environmental impact, and they’re ready to do something about it,” said Anthony Oni, CEO at Cloverly. “Unfortunately, the vast majority of online retailers today do not yet offer consumers the option to offset the carbon impact of their purchases. Imagine the lasting impact we could leave if more consumers had the ability to support sustainable shipping this holiday season.”
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But it’s not just parents that would be more likely than their counterparts to spend more to neutralize the carbon emissions of their deliveries. Support also tends to be higher among younger Americans – including Millennial and Generation Z generations. In fact, more than half of those aged 18-44 (56%) would be likely to add $1 to their online purchases to neutralize the carbon emissions of their deliveries this holiday season, compared to less than one-third of adults ages 55+ (30%).
“While shopping from the couch is convenient and seemingly safer amid a global pandemic, it’s not so convenient for our planet. That’s why shoppers are looking beyond traditional brands in search of retailers that support sustainability,” Oni said. “Cloverly’s new survey shows just how far consumers, younger Americans and parents, in particular, will go to support sustainable brands this holiday season.”
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