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Part 6 of the July blog series, The Growth Ethos. Subscribe to follow it.
The 2020s have forced Europe’s consumers into a paradox. Inflation squeezes budgets while climate change becomes impossible to ignore. According to PwC, nine in ten Europeans now experience its effects firsthand [1]. Despite one-third citing inflation as their biggest purchasing threat, four-fifths still say they’ll pay more for sustainably produced goods [1].
This isn’t a contradiction. It’s evolution. A new psychology of consumption is emerging that refuses to see scarcity and stewardship as opposing forces. I’ve been gathering recent research from 2024 and 2025 to map this shift, and what’s emerging goes far beyond surface-level green marketing. We’re witnessing a fundamental change in how people define value, build trust, and shape their future through daily choices.
“Ethical growth isn’t slower; it’s smarter. Respect the people you serve and they’ll stay, share and build with you.”
Below are five shifts reshaping European consumer behavior—with particular focus on France—and what they mean for building sustainable growth strategies.
1. From fear to purpose: when scarcity meets stewardship
Europeans are shopping under pressure. PwC’s 2024 survey reveals that 31% of respondents name inflation as their top consumption risk, with 62% expecting higher grocery bills [1]. Yet, 85% experience climate disruption firsthand, and 46% actively purchase sustainable products to reduce their impact [1].
France amplifies this tension. TGM Research found 91% of French adults worry about climate change, with 79% believing it will seriously harm future generations [2]. Environmental values now shape daily routines, such as composting, water conservation, and secondhand shopping, but cost barriers persist.
The message for brands is clear: integrate sustainability without premium pricing. Consumers want high-performance design that happens to be responsible, not “eco” products that compromise on quality or convenience [3].
Key considerations:
- Balance budget realities with environmental values through competitive pricing
- Emphasise durability, quality, and ease-of-use alongside green credentials [3]
- Build sustainability into the core experience, not as an expensive add-on
2. The premium paradox: when values meet wallet reality
European research reveals a stark “say-do gap.” BCG’s 2025 study shows 45% consider sustainability when shopping, but only 17% are willing to pay extra [4]. French consumers are even more price-sensitive: just 11% accept green premiums, compared to 19% elsewhere in Europe [5].
This contradiction appears globally. While 80% claim willingness to pay more for sustainable goods, they cap premiums at 9.7% on average [1]. Simon-Kucher’s 2024 research shows sustainability importance dropping from 77% to 71% since 2022, yet 64% now rank it among their top three purchase criteria [6].
The friction point? Price sensitivity. 38% cite cost as their biggest barrier to sustainable choices. However, 54% will pay premiums when the value is transparent and compelling [6].
Key considerations:
- Create entry-level sustainable options for budget-conscious segments
- Position sustainability alongside functionality, quality, and longevity [3]
- Use subscription models or highlight long-term savings to justify higher upfront costs
3. The circular revolution: buying less, using longer
Europe’s fastest-growing sustainability trend isn’t buying green products—it’s buying less and extending product lifecycles. France leads this shift as Europe’s most mature secondhand market: preloved apparel jumped from 11.3% market share in 2019 to 17.8% in 2023 [7].
NielsenIQ identifies “mixers”—people blending new and used purchases—as 28% of French fashion shoppers, versus 24% in the UK and just 7% in Germany [7]. This isn’t solely generational: while Gen Z leads at 17% Vinted adoption, Gen Y and X follow closely at 16% [7].
BCG research shows 29% of French shoppers reduce their environmental impact by buying fewer new clothes [5]. Across Europe, 20% regularly purchase preloved apparel and furniture, while repair and rental services gain mainstream acceptance [4, 3].
Key considerations:
- Integrate trade-in programs, refurbishment services, and resale partnerships into business models
- Design for longevity, modularity, and easy repair or upgrade paths
- Frame circular options as smart choices that save money while reducing waste
4. Trust as currency: why transparency beats marketing
Today’s eco-conscious shoppers are sophisticated skeptics. Simon-Kucher found 70% research sustainability claims before purchasing, while 57% believe their current brands engage in greenwashing [6]. Euromonitor’s survey reveals consumers demanding concrete climate evidence, yet only 1.2% of Swedish digital products carry verified carbon claims [3].
Trust extends beyond environmental promises to data ethics. PwC reports 83% want personal data protection, and 70% check reviews before trusting companies [1]. French shoppers prioritise brand reliability, value, and ethics over innovation when building loyalty [5].
Key considerations:
- Use third-party certifications and share concrete data on emissions, sourcing, and social impact [3]
- Communicate data handling practices clearly and respect user privacy [1]
- Build authenticity as your baseline—avoid vague claims that erode long-term trust
5. Daily stewardship: beyond products to lifestyle shifts
Sustainable behavior increasingly happens outside shopping moments. PwC’s research shows 43% making more considered purchases to reduce overall consumption, 32% changing diets, and 31% altering travel patterns. About 24% plan electric vehicle purchases [1].
In France, composting, bulk buying, and low-impact living are becoming routine. Euromonitor found 45% of global shoppers taking regular environmental actions through daily habits [3]. Communities support this shift through repair cafés, tool libraries, and bulk food cooperatives [2].
Key considerations:
- Enable habit change through guides, tips, and services that help reduce waste and energy use
- Partner with community organisations for practical events like repair workshops and clothing swaps
- Highlight customer success stories—make them heroes of your brand narrative, not your products
6. From research to reality: the stewardship opportunity
This shift from scarcity thinking to stewardship isn’t temporary—it’s a fundamental reorientation of how Europeans relate to consumption. Price and quality remain paramount, but their definition of value now includes environmental and social impact [8].
“Sustainability is becoming a baseline expectation rather than a differentiator.”
Shoppers reward brands making responsible choices accessible and affordable while scrutinising claims and favoring circular solutions [3, 7].
The opportunity lies in creating experiences that respect both budgets and planetary boundaries. This means designing for durability, enabling repair and resale, communicating with radical transparency, and grounding strategy in authentic values. When you align financial value with human values, you build more than a business—you become a steward of the future.
SOURCES
[1] PwC – 2024 Voice of the Consumer Survey
[2] TGM Research – France Sustainability Insights 2024
[3] Euromonitor – Voice of the Consumer: Sustainability 2024
[4] BCG – European Consumers Brace for More Uncertainty (2025)
[5] BCG – French Consumers Tighten Budgets (2024)
[6] Simon-Kucher – Global Sustainability Study 2024
[7] NielsenIQ – The Vinted Tidal Wave
[8] McKinsey – What European Consumers Value in Sustainable Packaging (2025)
WHAT’S NEXT IN THIS SERIES
This is part 6 of The Growth Ethos, a 10-post series exploring smarter, more sustainable ways to scale in 2025.
Coming next:
→ Dark Social & Micro-Communities: How Sustainable Brands Are Winning Trust
LET’S BUILD SOMETHING BETTER
If you’re building a product, service, or strategy that values long-term trust and responsible growth—this series is for you.
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