Sustainability is high on people agendas and COVID-19 and the climate emergency have increased this. New findings from the latest Organic Shopper Research 2021 reveals that 71% of respondents have become more concerned about the environment. Customers are predominantly choosing organic for reasons associated with health and the environment, although animal welfare is also important. Two-thirds want to know more about where the ingredients in their food come from and that it is safe. Key findings from the research: • 79% of people say they are increasingly worried about the natural world and our impact on it • 81% of people are worried about excess packaging and waste materials • 86% would like their food to be produced in a more natural way without excess processing and chemicals • 84% said that trust in food manufacturers and retailers is really important to them • 77% said they want to make more sustainable choices in the products they buy • 71% want to make more ethical choices in the products they buy By joining the dots between sustainability and the environment we can connect people’s focus on their health, the environment and animal welfare. These insights can help retailers understand why people choose organic and identify clear opportunities to drive sales. But retailers need to help them make the connection between organic and sustainability. (source: Soil Association, image: pexels)