International Business Machines (IBM) has recently carried out a survey to find how respondents react to sustainability. Over 50 per cent of respondents said environmental sustainability plays significant importance now than it was a year ago. Around 50 per cent of the people surveyed said they paid a premium for products labelled as socially and environmentally responsible in the last year.

Through the IBM survey, respondents have demonstrated the importance of sustainability via their household choices, employment, investments, purchases, and travel decisions. But they need assistance from companies to decide on the most sustainable alternatives.

Sheri Hinish, global lead, IBM Consulting Sustainability Services, said: "Consumer respondents have signalled they're willing to commit personal resources and give up conveniences to protect the planet, and we see their aspirations and actions merge. But they need businesses to help break down the persistent barriers that are impeding them from making the most sustainable choices possible."

The study, " Balancing Sustainability and Profitability: How Businesses can Protect People, Planet and the Bottom Line", has logged the preferences and insights of over 15,000 respondents from ten countries to know the recent consumer and employee opinions on sustainability.

The study indicated that consumers are committed to making sustainable decisions. In 2021, 50 per cent of respondents paid a premium to purchase sustainable brands. This year, the same percentage of respondents, around 49 per cent, paid a premium for socially and sustainably branded products.

77 percent of respondents want to make more sustainable choices at home; 62 percent of surveyed personal investors say sustainability is now factored into their portfolios; two out of three respondents say they are more willing to work for environmentally sustainable organisations; and roughly one-third of respondents say environmental impact factors are now more important to them than convenience, cost, and comfort.