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The sway of sustainability when choosing a DIY store

Whether to save the planet or to save money, consumers of this day and age are ever more conscious and caring about sustainability, and the European home improvement market is no exception. Brands and retailers have been answering the call by offering an increasing array of sustainable solutions, and are constantly communicating such efforts because the sustainability image is good marketing. But is sustainability important enough to sway consumers’ decisions, for instance when deciding where to buy the supplies they need for their next DIY job? To find out, we focused the Q1 2021 report of the European Home Improvement Monitor (the report will be available shortly) on sustainability, and asked 6,600 European consumers from 11 countries how important they find sustainability aspects when deciding on DIY products, brands and retailers.

More than 50% may be swayed by sustainability aspects when choosing a DIY store

As it turns out, more than half of the European consumers find sustainability important enough to let it influence their decision on where they will buy their DIY products. That means that over half of these consumers may be swayed to decide for a DIY store that has a stronger sustainability image. This share is even higher among the younger generation (60%).

The sway of sustainability when choosing a DIY store
European Home Improvement Monitor - USP Marketing Consultancy


This shows that it is indeed worth it for DIY stores to work on their sustainability image. Aspects like having a broad assortment of environmentally friendly products, preferably packed in environmentally friendly packaging, will vastly improve that image in the eye of the consumer. On top of that, actively contributing to a better environment, for instance by investing in sustainable transport logistics, is held in high regard.  

Is the road to the DIY store just paved with good intentions?

The above shows that over half of European consumers do not just care about a better environment and healthier planet, but have the intention of possibly acting on it when choosing a DIY store. But that does not mean that fifty percent of consumers will run to the most sustainable DIY store for their next DIY job.

Granted, a store like Leroy Merlin, which is associated with sustainability the most in major European markets like Poland, France, Spain and Italy, is more likely to attract those conscious consumers than other stores that are less associated with sustainability. But what if the other stores are around the corner, and the most sustainable DIY store is not? Good intentions are all good and well, but when push comes to shove and that DIY job needs doing, there is a fair chance that a lot of these consumers will choose convenience over sustainability.

Sustainability is and will remain important

Regardless of follow-up actions of consumers, sustainability is increasingly important to them. For brands and manufacturers offering sustainable DIY solutions, it is not just important to incorporate those sustainability aspects in their marketing strategies, but also to be present in DIY stores that are associated with sustainability.

For detailed information on which DIY stores and brands are associated with sustainability the most, and how important different sustainability aspects are to consumers in eleven European countries, we happily refer you to the Q1 2021 report of the European Home Improvement Monitor.