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New research shows UK consumers want to live more sustainably coming out of the coronavirus crisis, and are looking for brands to lead the way.

While the world’s population battles through this pandemic-driven crisis, global lock down keeps cars off the road and planes grounded, and Mother Earth enjoys a temporary reprise. But new research shows that this need not be a short-lived improvement. Results from a survey recently published by ETHICLY show that UK consumers overwhelmingly recognise the environmental positives from the pandemic and want to live more sustainably in the future.

Digital Agency ETHICLY are uniquely placed to reach out to consumers and bring the findings back to their clients. From their launch earlier this year they have been focused on developing digital identities, communication and marketing solutions for ethical brands and those just starting out on their sustainability journey.

Inspired by the #fornature movement that has grown out of World Environment Day, ETHICLY wanted to gather quantifiable information on the mood of the UK consumer. As millions locked down, ETHICLY wanted to know, had the pandemic made consumers less concerned about the planet, more insular and self-serving? Or, just maybe, could the opposite be true?

With a Pollfish-managed survey of 1,000 UK adult consumers across a diverse set of demographics, ETHICLY focused on assessing consumer desire for environmental change following the coronavirus pandemic touching on attitudes towards personal sustainability measures, local and community, and – most interestingly – the role of brands in the movement for change.

With 88% of consumers surveyed confirming that they wanted to embrace a new sustainable normal for the future, and more than 75% agreeing that brands need to help them achieve their sustainability goals, there is a truly positive message of hope for change coming out of the pandemic, and a clear call-to-action for businesses to make a step-change in their environmental approach to support this change.

For brands who are already hitting the mark, respondents were keen to demonstrate that they will be rewarded – with 87% stating that they will be more loyal to sustainable brands.

This is no small undertaking, for businesses or individuals but – agreed the respondents – it is the only route forward. More than 90% agreed on the top three things we must change going forward: we need to consume less and create less waste as well as use less plastic (93%), lower CO2 emissions (92%) and a staggering 94% agreed we must use the planet’s resources more wisely.

ETHICLY’s research conclusively lays out consumer appetite for a better, more considered tomorrow coming out of this pandemic, and gives explicit permission for brands not only to lead the way but also to feel confident that they can reap the benefit from a sustainable change.

Ultimately though, the biggest winner will be Mother Earth.

To download the report head to

Bournemouth-based digital agency ETHICLY launched last week, as the world celebrated the 50th Anniversary of Earth Day.

Since 1970 the Earth Day movement has been driving towards widespread, global change for good. All this stems from a clear and central mission; ‘to build the world’s largest environmental movement to drive transformative change for people and planet’.

ETHICLY has a clear mission ‘to Make A Difference with Digital’ and, as such, the agency is uniquely targeted towards ‘brands for good’.

Founder Nikki Webb developed her skills in digital over 20 years working for and with major retail, telecoms and technical brands. In the last 5 years, running her own digital consultancy she has found herself gravitating more and more towards projects where the client’s values resonated with her own. Now as the world survives lockdown, the Coronavirus crisis calls on us all to draw on our innate values of supporting local communities, human kindness and global health, Nikki has launched ETHICLY. This is a Digital Agency that specialises in delivering expert guidance and change to brands, who embody these values: human-centric, earth-conscious, ethical sourcing, carbon neutrality and, in general, striving to ‘do good’ in what they do.

Drawing from the collective wisdom of a tight network of specialists, ETHICLY provides a full spectrum of digital services – from Nikki’s strategic direction and brand development skills, to website build, copy and content, social strategies and execution, and – of course – marketing across the breadth of the digital world.

Nikki told us: “It may seem like a strange time to launch a business, but I can’t think of a better moment to start ETHICLY. As we celebrate the 50th Anniversary of World Earth Day, and see the positive impact of lower emissions on our planet – as well as the kindness and generosity of the human spirit around the globe – I feel even more passionate about using my digital skills and experience for good. To connect people, drive awareness and change, bringing results to brands who are fighting to make a difference.”

Nikki went on to say how excited they are to be working with CTX Global – towards carbon neutral status, and they’ve pledged to plant trees for every project undertaken. The aim is to live the values that they and their clients hold dear.

“At ETHICLY we are conscious, fearless and authentic in our approach, with lots of heart and soul thrown in for good measure!”

You can find out more about ETHICLY at