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Finder Green Report 2023
Finder research found environmental concern has decreased slightly over the past year, largely due to greenwashing and the cost of living crisis.
The effects of climate change have permeated every decision in modern consumers' lives — from the purchases we make, to where we invest our money and how we choose to travel.
The Finder Green Report tracks green consumer sentiment and behaviour, and reveals a small drop across most metrics in 2023. Australians displayed a slightly lower level of concern about their carbon footprint this year compared to last year, and there are also fewer consumers taking measures to reduce their carbon footprint.
These insights prompt further investigation into some potential catalysts — specifically, the prevalence of "greenwashing" and the continued cost of living crisis.
Finder also explores the actions consumers are taking to reduce their environmental impact. This is followed by an analysis of the most accessible environmental behaviours and the changes taking place in different industries, along with a discussion of the role of policymakers in influencing green consumer behaviour.
Finally, the report examines the impacts of going green in areas such as sustainable superannuation, electric vehicles, solar power and household energy providers. This section discusses consumer interest in ethical super funds, the costs associated with electric vehicles, the benefits of solar panel installations and the attractiveness of green energy providers in terms of pricing. We draw on insights from Finder's team of experts on how consumers can make small changes that benefit their finances and the planet at the same time.
83% of Australians have reduced their environmental impact in some way.
Most common sustainable practices: Using less plastic (56%), using energy-efficient appliances (39%) and installing energy-efficient lighting (36%).
Women (74%) and gen Z (82%) are the demographic groups most concerned about their carbon footprint.
Men (58%) and baby boomers (48%) are the least concerned about their carbon footprint.
47% of Australians are less likely to spend money on green/sustainable purchases due to the cost of living crisis.
44% of Australians actively look for greener products or services.
Concern about climate change (65%), wanting to feel good about personal choices (41%) and setting a good example for others (32%) are the top reasons people choose green products.
Estimated annualised savings from switching to an electric vehicle is $1,120.
Concern for the environment has fallen slightly
Since releasing last year's Green Consumer Report 2022, Australians have become slightly less concerned about the planet. We compared the year ending April 2023 to the year ending April 2022 and found the percentage of people who are not at all concerned about their carbon footprint has risen from 31% to 34%. The percentage who are extremely concerned decreased from 14% to 12%.
How have cost of living pressures affected green spending?
Our recent cost of living report delved into the effect of rising inflation and interest rates on consumer stress and financial wellbeing. As a result of these rising prices, almost half (47%) of Australians are less likely to spend money on sustainable products.
The Finder Green Awards help consumers make more sustainable choices
While our research found most Australians are concerned about their carbon footprints, 3 in 4 (76%) agree it's hard to know which products or services are truly better for the environment.
Fortunately, Finder has done the hard work through the Finder Green Awards, which highlight the top companies paving the way in sustainability. From superannuation to supermarkets, the Awards are a great place to start for those looking to switch to environmentally-friendly alternatives.
Visit the Finder Green Awards hub to see the complete list of winners in 2023.
Joshua Godfrey is an insights analyst for Finder. Josh examines the issues currently affecting Australians. He manages Finder's monthly Consumer Sentiment Tracker and quarterly reports. He has a Bachelor of Business and Diploma in Innovation from the University of Technology, Sydney where he studied finance and marketing.
Spending more time at home has made me want to do a different kind of spring clean: one that's good for the planet, wallet-friendly and works for anyone.
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While our research found most Australians are concerned about their carbon footprints, 3 in 4 (76%) agree it's hard to know which products or services are truly better for the environment.