Consumers want retailers to demonstrate social purpose

In Hong Kong, retailers are beginning to feel the pressure - particularly from Gen Z - to prioritise sustainability and ethical business practices. Against a backdrop of rising climate concerns, increased scrutiny of supply chains, and shifting consumer expectations, many shoppers are now actively seeking brands that reflect their values. A recent survey by PwC found that consumers globally are willing to pay a 9.7% sustainability premium, even amid cost-of-living pressures.

Our research reflects this trend locally: Hong Kong consumers are not only eager to give back - they expect businesses to do the same. Retailers that embrace sustainability and social responsibility are increasingly well-positioned to earn loyalty, especially among younger, more purpose-driven shoppers.