‘Sustainability’ wins the backing of 82pc of Yorkshire consumers

A NEW study has found that over 80 per cent of Yorkshire consumers view sustainability as important for the region’s businesses.

The findings – from a survey of 500 Yorkshire residents conducted by market research company OnePoll – showed that a total of 82 per cent of Yorkshire consumers think it is either ‘somewhat important’ or ‘very important’ for Yorkshire brands to be sustainable in their business practices

Thirty six per cent also said that sustainability and social responsibility is a bigger factor in their buying decisions than it was two years ago.

The results have been revealed in the lead-up to an event designed to help more Yorkshire businesses become B Corporations.

The event, titled B Curious, has been organised by the Yorkshire B Local group and will give companies an insight into the B Corp certification process.

Speakers at the event will include representatives from Yorkshire businesses who are already B Corps, including Full Circle Funerals, Headway Recruitment, Harrogate Spring Water, High Speed Training and Webmart.

B Lab UK’s Head of Growth, Annie Olivier, will be the keynote speaker at the event.

Ms Oliver said that the survey results underlined the importance of companies taking their social, environmental and governance obligations seriously – and how becoming a B Corp could help businesses grow.

She said: “There is clearly a real appetite for B Corp values among Yorkshire consumers and we’ve seen first-hand in other parts of the country that the more people find out about the B-Corp movement, the more they will seek out certified companies to provide their goods and services.

“People want to buy from and work for companies that are making a positive difference.

"But with so many businesses claiming to be socially and environmentally aware, it’s hard to know who or what to believe.”

The survey also found that 35 per cent of Yorkshire consumers have switched to brands which are more sustainable and socially responsible, with 43 per cent saying they would be more likely to buy goods and services from companies with B Corporation certification.