As the holiday shopping season kicks into full gear, 45% of Americans say they are willing to add $1 to their online holiday purchases to neutralize the carbon emissions of their deliveries, according to a new national survey conducted by The Harris Poll for Cloverly.
“Consumers—and parents especially—understand online shopping is not without negative environmental impact, and they’re ready to do something about it,” said Anthony Oni, CEO at Cloverly. “Unfortunately, the vast majority of online retailers today do not yet offer consumers the option to offset the carbon impact of their purchases. Imagine the lasting impact we could leave if more consumers had the ability to support sustainable shipping this holiday season.”
Parents are the most likely group of those surveyed to support adding $1 to make the delivery of their online purchases carbon neutral. A majority (61%) said they would be somewhat likely (34%) or very likely (27%) to do so. And 63% of parents said they are more likely to seek out eco-conscious online retailers this holiday season.
Younger Buyers Want Carbon Neutral Choice
It’s not just parents who said they would spend more to go green. Over 50% of those ages 18-44 said they would be willing to add $1 to their online purchases in order to neutralize the carbon emissions from their deliveries. Over half of these younger Americans also said they’re more likely to choose an online retailer that lets them do so over one that does not.
The 2020 holiday shopping season is expected to shatter online sales records and strain carrier shipping capacity in what some have dubbed “Shipageddon”—with potential delays of as many as 7 million packages a day. Shoppers are anticipated to spend between $182 billion and $196 billion on ecommerce sales from November to January, an increase of 25% to 35% compared to 2019.
Cloverly’s own survey found that 95% of holiday shoppers plan to do some portion of their gift buying online this year—averaging 62% of overall holiday shopping.
Shoppers Will Support Sustainability
“While shopping from the couch is convenient and seemingly safer amid a global pandemic, it’s not so convenient for our planet,” Oni said. “That’s why shoppers are looking beyond traditional brands in search of retailers that support sustainability. Cloverly’s new survey shows just how far consumers, younger Americans and parents in particular, will go to support sustainable brands this holiday season.”
Younger Americans are particularly interested in sustainable shipping from online clothing and electronics retailers. Nearly 75% of Americans under 45 said they are more likely to choose a clothing/apparel or electronics retailer that offers sustainable shipping over one that does not when making purchases online this holiday season.
Cloverly’s lightweight platform helps retailers meet these preferences by calculating the carbon emissions of everyday purchases—using data inputs like package weight and destination—so at checkout, consumers can buy the amount of carbon offsets needed to neutralize their environmental impact.
Cloverly’s API integrates with many of the most common ecommerce platforms, including BigCommerce and Shopify. Since launching in 2019, Cloverly has helped its customers offset more than 32 million pounds of carbon.
This survey was conducted online within the United States by The Harris Poll on behalf of Cloverly from October 7-9, 2020, among over 2,000 U.S. adults ages 18 and older. Of those, 1,507 said they were planning to shop online this holiday season. This online survey is not based on a probability sample, and therefore no estimate of theoretical sampling error can be calculated. For complete survey methodology, including weighting variables and subgroup sample sizes, please contact firstname.lastname@example.org.
Cloverly is helping the world go carbon neutral. Its Sustainability-as-a-Service API platform helps businesses and organizations go green by connecting them to the carbon market infrastructure. The Cloverly API calculates the carbon footprint of a business or organization on a per transaction basis and matches the impact with the equivalent carbon offsets. The Cloverly API can be used to neutralize everyday activities like ecommerce deliveries, ridesharing, supply chain transactions, air travel, and more.