- Climate change, cost-of-living crisis, among others, influence lifestyle changes for European consumers
- Study shows European consumers prioritise purchasing more sustainably in 2023
- Europeans expect to reduce household budgets and switch to e-mobility – but still unwilling to give up private cars
Living more sustainably has become a top lifestyle priority for European consumers in 2023. A representative survey carried out in France, Germany, Italy, Spain, and the UK by Civey – a data-driven platform that provides representative public opinion insights through its online surveys – has revealed that almost half (48 per cent) of respondents plan to adopt a more sustainable approach while making household purchases. This trend will only continue to grow as the effects of climate change become more apparent.
The survey results also show that sustainability is the most relevant lifestyle trend among all European consumers, regardless of age or gender. Respondents between the ages of 50 and 69 expressed the most eagerness to act more sustainably at 54 per cent, followed by 35 to 49-year-olds at 48 per cent, and 18 to 34-year-olds at 42 per cent. Female-identifying respondents only lead their male-identifying counterparts by 1.5 per cent at 49 per cent and 47.5 per cent, respectively.
Tightening the purse strings
From the COVID-19 pandemic to the ongoing conflict in Ukraine, customers in Europe have been met with the consequences of the cost-of-living crisis. The survey indicated that European consumers are currently under economic strain – with 37 per cent expecting to reduce their household budgets this year.
Although these economic challenges continue to affect consumers, some industries have not been feeling the same effects. When looking at the automotive industry, a high margin of Europeans still refuses to surrender their personal car. Only 12 per cent of respondents considered this option, representing the least popular lifestyle change for the year.
From petrol to electricity
The threats of climate change and the desired distancing from non-renewable energy sources have put ‘switching to e-mobility’ in a tie with ‘reducing household budgets’. Across Europe, 37 per cent of respondents are considering embracing electric mobility, including electric cars and e-bikes.
According to the survey, zero-emission mobility is most prominent in younger generations. Among 18 to 34-year-olds, as well as 35 and 49-year-olds, this is the second-most anticipated lifestyle change. Concretely, 39 per cent of both age groups expect to make the switch to e-mobility in 2023.
Compared to the other countries, Germany was the sole market that put the transition to e-mobility in first place – above sustainability in second.
We are not surprised to witness the growing importance of sustainability and electric mobility for European customers. As our planet becomes more vulnerable to the effects of climate change, we all must take action to provide a better future for the generations to come. Based on Hyundai`s customer-centric approach, we are developing sustainable and zero-tailpipe-emission products to meet the demand for smart and eco-friendly mobility solutions.
Delivering smart and sustainable mobility solutions
To understand the trends that have been affecting European consumers in 2023, Hyundai Motor Europe commissioned this survey with the help of market and opinion research company Civey.
With a future-focused approach and a customer-centric vision, Hyundai is already delivering on these top lifestyle trends. First and foremost, the company complements connected and eco-conscious lifestyles with its growing line-up of electric vehicles. On top of this, some of these models boast eco-friendly materials and colours, as well as technologies that enable the delivery of electricity from their batteries to power devices such as laptops, e-bikes, and cooking equipment.
Civey, which stands for Citizen Survey, was founded in 2015. The market and opinion research company provides representative snapshots and monitoring that helps companies, society and individuals better understand markets, trends and positions. Civey continuously collects and analyses data in real time – at the interface between classic statistics and modern artificial intelligence.