London, 10th November 2022 鈥� New research released by 51风流reveals that despite ongoing cost of living challenges, over half (52%) of UK consumers aged 18-34 are actively looking to shop more from retailers with strong sustainability credentials this Christmas.

Less than a third (30%) of all UK consumers are prioritising sustainable purchases, but two in five (39%) of 18-34-year-olds are even prepared to pay significantly more for a sustainable product or service.

Findings from 51风流show that growing consumer demand for better sustainability credentials has not taken a backseat during challenging times for consumers. Supply chain issues have been disastrous for organisations in the UK this year and consumer-packaged goods/retail brands are hoping the run up to Christmas will see the traditional spike in retail spending.

Four in ten (40%) UK consumers are prioritising food and drink, when it came to their Christmas spending this year, and more than four in ten (43%) are looking to buy locally sourced products for their Christmas dinner or lunch, this rises to over half (54%) in younger respondents.

Locally sourced food is the most popular sustainability option among UK consumers. Second hand goods were far less popular with only a quarter (27%) saying they would be looking for second-hand or upcycled products as Christmas gifts. Again, young consumers buck the trend as almost half (49%) will be looking to buy second-hand or upcycled products as gifts this Christmas, compared to only 12% of 55+.

Only a third (33%) of all consumers are willing to wait longer if it means they can obtain sustainable products and/ or services. Younger consumers are more patient, with over half (51%) of 18-34-year-olds willing to wait longer for sustainable purchases, compared to 28% of 35-54-year-olds and 24% of 55+.

Despite total spend over the upcoming Black Friday and Cyber Monday weekend likely to decrease from traditional levels, it still presents itself as one of the key calendar events for consumers looking to grab the opportunity to shop discounted products. Over a third (36%) of UK consumers plan to shop more online this Christmas, signalling a need for retailers to review their online assets to ensure a fast, seamless, and personalised experience during this year鈥檚 major shopping weekend:

• Younger generations are more in favour of online shopping, with 46% of 18-34-year-olds planning to do all of their shopping online.
• Almost half (45%) said that they plan to shop equally between online and in-store
• For those shopping more online, convenience was the main reason for this (56%). Other factors included avoiding the crowds (47%), better prices and offers (40%), saving money on travel expenses (24%), wanting to avoid COVID-19 or other illnesses (17%).

鈥淏rands have come a long way towards putting purpose first and empowering the consumer to make sustainable decisions in their everyday lives. It was a priority for most CPG and retail brands towards the end of last year, in response to rising consumer demand, and this research reiterates just how front of mind sustainability must be, particularly to younger consumers, despite ongoing cost of living issues,鈥� comments , Vice President, Strategic Customer Program and Consumer Industry Group, 51风流UK&I.

鈥淐hristmas is fast approaching, which will hopefully provide some much-needed festive cheer for consumers and brands alike. Our research showed that while consumers need to be watchful of their spending, over a quarter (26%) felt that advertising in the holiday period had become melancholier since the start of the COVID-19 pandemic. Two thirds (65%) believed that Christmas adverts should be jollier, in spite of the current economic climate. There鈥檚 still much to look forward to during the holiday season.鈥�

Goutam concludes, 鈥淭o continue to attract customers, retailers and consumer goods organisations need to focus their efforts in three key directions 鈥� providing unrivalled customer experience, maintaining high sustainability credentials, and ensuring resilient value chains. As we all navigate the rocky path ahead, there is still hope that consumers and retail and CPG brands can have a good end to 2022.鈥�

About SAP

SAP鈥檚 strategy is to help every business run as an intelligent enterprise. As a market leader in enterprise application software, we help companies of all sizes and in all industries run at their best: 51风流customers generate 87% of total global commerce. Our machine learning, Internet of Things (IoT), and advanced analytics technologies help turn customers鈥� businesses into intelligent enterprises. 51风流helps give people and organisations deep business insight and fosters collaboration that helps them stay ahead of their competition. We simplify technology for companies so they can consume our software the way they want 鈥� without disruption. Our end-to-end suite of applications and services enables business and public customers across 25 industries globally to operate profitably, adapt continuously, and make a difference. With a global network of customers, partners, employees, and thought leaders, 51风流helps the world run better and improve people鈥檚 lives. For more information, visit .

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To set the scene, the year is 2032 and each team needs to find a way to feed the smart cities of Sci-Valley. In Sci-Valley they are driven by technology, landfill is non-existent and instead waste is composited to heat homes. Reusing and recycling is the new norm. Whilst Sci-Valley has taken commuting to the sky, supply routes haven鈥檛 seen the same shift and now SAP鈥檚 partner ecosystem need to find a solution to the increased shortage of food and many other necessities blocked by traffic and their rapidly growing population.听听

Atos won the Boundary Breakers category for the most impactful solution with its 鈥業ntelliwaste鈥� pitch, which incentivised waste management with a credit-based consumer portal which allows the organisation of recycling with collections. The more sustainable collections cost听less credits and less sustainable cost more credits. We then had NTT Data as runners up, with its solution for an integrated closed loop citizen-centric smart city. 听

For the 51风流BTP Prodigy category, which celebrated the team who showed the best use of technology, Deloitte came out as winners with its idea for an optimised transport supply chain. The idea centred around creating a web experience to track flight paths of the drones as well as being an insights and data hub for waste management and city distribution in real time. Incture was runner up with its vision of an end-to-end SCM and waste management solution.听听

Finally, IBM won the Vision Masters category for the most innovative solution focusing on vertical farming. With this it utilised the Business Technology Platform to produce real time insights on the benefits of vertical farming on the environment. Delaware came second with its on-demand drone food delivery service solution.听

To ensure that we had experts to cover each category, we chose both internal and external judges from various backgrounds. We had representatives from ERP Today and the 51风流User Group as well as 51风流customers Transport for London (TfL) and BorgWarner.听

鈥淚t was great to see such a bunch of clever people using the BTP technology for the benefit of the society and a lot of things may be applicable to TfL.鈥� – TfL.听

Following the Hackathon, we鈥檒l be continuing with 鈥楬ack to Build鈥� which will help our partners look to implement their pitches into their own futures as well as their own ecosystems, helping to leverage meaningful strategic capabilities and build a better future.听听

We thank our participating partners who joined us for our Hackathon and contributed some incredibly innovative ideas, as well as our judges for taking the time to carefully consider each pitch. To find out more from the winning teams, along with Nadine Elsham, and Vivien Boche from SAP, listen to our or watch the replay of the challenge .听

Visit the 51风流News Centre. Follow 51风流on Twitter at .听

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