Social values – from charity-driven brand choices to eco-friendly consumption habits – are increasingly shaping UK shoppers’ purchasing decisions, according to the latest research from payment platform, Ecommpay, and UK ecommerce association, IMRG.

Socially-conscious shopping leads buying considerations

Original research of over 1,000 UK shoppers in the Sustainability & Social Impact in Ecommerce report showed that a brand’s charitable support would sway consumers’ shopping choices. One in four (24%) customers actively buy from brands that support good causes, while 41% would be occasionally inclined to shop with a retailer that supports charities.

A brand’s environmental credentials were also a key conversion driver, with 35% of consumers actively buying from retailers that demonstrate environmental awareness. This trend is being driven by younger customer cohorts, with 39% of Gen Z more likely to shop with sustainably-minded brands.

“Consumers are engaging with retailers’ charitable and sustainability actions,” Miranda McLean, Chief Marketing Officer at Ecommpay, said. “By recognising evolving expectations, retailers can not only meet evolving customer demands but also build more meaningful connections to drive genuine, long-term loyalty.”

Charity begins at the checkout

The trend toward shoppers choosing charity-supporting brands could, in part, mirror consumers’ own attitudes to supporting good causes. Over a third (37%) of UK shoppers already regularly support charities, with a further 37% choosing to donate on a more ad hoc basis.

Ecommpay’s poll suggests the online checkout is now a key moment for charitable giving for over half (53%) of consumers, with 44% more likely to donate if given the option to round-up their total basket value when paying. And, if a retailer offered to match donations, 39% would be more likely to donate.

Innovation powering donations

As well as offering fundraising at the online checkout, some retailers are already using innovation to help customers donate.

Morrisons, for example, announced in April it would enable More Card members to donate loyalty points to Marie Curie, helping to fund expert end of life care across the UK.  The new feature was launched after feedback from Morrisons’ customers and colleagues that they wanted to be able to put their loyalty points towards charitable causes.

And in June, DIY retailer B&Q became the latest retailer to partner with micro-donations charity, Pennies, allowing customers to donate to good causes at checkouts across its UK & Ireland stores. Micro-donations give shoppers the opportunity to make a small contribution to charities when paying by card or mobile-wallet at store tills.

The collaboration will create a new way of fundraising for B&Q, with the potential to raise over £1.7million annually through optional donations made by its shoppers for Shelter and the B&Q Foundation.