A quarter of consumers would choose a brand that supports charitable giving

In partnership with IMRG, the UK’s online retail association, inclusive global payments platform, Ecommpay has launched a new report, "Sustainability & Social Impact in Ecommerce: Consumer Trends in Charitable Giving and Environmental Expectations." With consumers increasingly looking beyond product and price, and seeking brands that reflect their values, findings from the survey[1] of 1,000 UK consumers provide valuable insights for the e-commerce landscape.

Highlights

• 36.9% of consumers actively support charities, while 36.6% donate when the opportunity arises
• 24% would choose a brand that supports a charity; 41% would be at least sometimes be more inclined to shop with a retailer that supports a charity
• The checkout stage is the preferred time to make charitable donations for 53.4% of consumers; giving as part of a loyalty programme is preferred by 26.5%
• A one-off donation is the preferred choice for 59.4% of consumers
• 34.6% of consumers ‘sometimes’ choose to shop with retailers that are environmentally friendly with 38.9% of 18-24 year olds shopping ‘often’ with eco-friendly brands
• Eco-friendly packaging and sustainable product materials are top consumer demands at 32.3% and 21.9% respectively; carbon offsetting would be a motivator for more than 1 in 10 consumers

“This new research shows how consumers are engaging with retailers’ charitable and sustainability actions,” commented Miranda McLean, Chief Marketing Officer, Ecommpay. “By recognising evolving expectations and integrating authentic and accessible charitable giving and sustainable practices, retailers can not only meet evolving customer demands but also build stronger, more meaningful connections to drive genuine, long-term loyalty that boosts conversion rates."

The Ecommpay research identified that the checkout is the critical point for charitable giving at 53.4%. However, with loyalty programmes, a dedicated charity page and a retailer’s home page also ranking above 20%, e-commerce businesses need to ensure their charitable support is well sign-posted across their online presence. Providing the facility to round-up on a total basket value is also critical with 44% of consumers stating that this would mean they were more likely to make a donation. Plus, where a retailer chooses to match consumer donations, this would encourage 39% to donate.

Sustainability is another critical factor in customer engagement, identified by the Ecommpay research. Over a third (34.6%) of consumers stated they actively choose retailers that demonstrate environmental awareness through offsetting CO2 emissions and creating sustainable products. And the younger consumers are leading the charge with 38.9% of 18-24 year olds shopping with eco-friendly brands.

Under its Ecommpay for Good programme, Ecommpay is committed to increasing sustainability and accessibility within its own business as well as helping its merchant partners to do the same with seamless integrated payment options including charity donations and roundup options and carbon compensation. In particular, the new research will help merchants tailor their service to benefit both the environment and profitability by boosting customer loyalty and conversions.

Ecommpay's Top 5 Tips for ecommerce merchants:

1. Make charitable giving easy at checkout with simple, optional prompts.
2. Show how donations make a difference by providing transparency on the charity's mission, fund utilisation, and progress trackers.
3. Give consumers control over their donations by offering one-off options and round-up features that are clear and voluntary.
4. Support causes that resonate with customers, such as health, children's, or animal charities and consider matching donation campaigns.
5. Embrace sustainability in products and packaging to meet growing demand and strengthen customer loyalty among environmentally conscious consumers.