A new survey by returns platform ReBound Returns uncovers an increasing demand among American consumers for greener return options, led by younger consumers. Eighteen% of over 5,000 people polled said they would pay more to have their returns be more environmentally friendly, a figure that spikes to 32% among 16-24-year-olds.
Whereas sustainability speaks to a wide cross-section of consumers, price is still a stumbling block. Fifty percent of all respondents admitted that even though environmentally friendly returns are important to them, they’re not yet willing to pay the added expense.
Younger customers are proving to be unequivocal forces for change, however. Quite unlike Gen Z’s 32%, only 9% of those aged 55 and older indicated they would pay extra to aid more environmentally friendly return policies.
Alexandra Romantseva, ReBound’s Global Marketing Manager said that data indicates changing expectations from consumers, particularly younger consumers, who increasingly expect retailers to provide sustainable solutions. She added that there is no need for retailers to make a trade-off between cost-effectiveness and sustainability. Providing flexible, opt-in green return options enables businesses to move in line with changing consumer values and better serve the customer experience.
Romantseva stressed that sustainable returns entail a lot more than carbon offset or green packaging. She said that it’s about the complete ecosystem—from green power in warehouses to consolidating shipments and optimising logistics networks to reduce emissions. Those retailers that act more intelligently on returns will be well ahead of the rest in meeting the expectations of the consumer of tomorrow.
The survey also highlighted an increasing interest in circularity services. Sixty-seven percent of consumers indicated they would prefer returns systems allowing the return and recycling or donation of electronic products, and 60% were interested in the same type of services for clothing.
Of the consumers who would be receptive to such services, almost half (48%) would utilise them several times annually, with a further 31% reporting they’d take part at least once per year—highlighting the prospects for returns to become a gateway to sustainable consumer behaviour.
