As consumers and businesses increasingly scrutinise the sustainability of their everyday choices, new consumer research from Quadient (Euronext Paris: QDT) highlights a growing demand for greater transparency around the environmental impact of communications. Digital channels, such as email, SMS and in-app notification, are perceived as the most environmentally-friendly form of communication by 94% consumers. However, 52% would like more guidance on which communication channel they should use to reduce their carbon footprint.
“There is no denying that the average consumer is now much more environmentally conscious than even five years ago,” said Andrew Stevens, Senior Director, Enterprise Digital, Quadient. “Sustainability is now a key consideration in purchasing decisions, brand loyalty, and engagement with businesses. This extends beyond carbon offsets or green credentials – it’s about how every touchpoint impacts their personal carbon footprint. Consumers want clarity and reassurance that the way they communicate with organisations aligns with both their preferences and sustainability principles. What matters most is helping customers feel confident they’re making informed choices. By offering a range of communication channels and embracing an omnichannel approach, businesses can meet people’s preferences, encourage engagement, and reduce environmental impact across the board.”
Within digital communications, email is seen as the most environmentally friendly form of communication (63%), followed by SMS (14%) and in-app notification (13%). This ranking reflects email’s dominance as a primary communication channel in both personal and business settings. As digital communication has become the default, particularly in sectors such as banking, retail, and utilities, consumers have naturally associated email with lower environmental costs compared to paper-based alternatives. However, 44% of consumers still admit they are unsure about the most sustainable option.
A generational divide is evident here, with 61% of 18-34 year olds wanting to better understand the environmental impact of communication channels compared to 47% of 55+. This generational gap is also seen in how worried consumers are about the hidden environmental impact of digital communications, with 53% of 18-34s being concerned compared to only 37% of 55+. Younger consumers are more likely to recognise the energy demands of technology, whereas older demographics tend to be less aware of these impacts. Regional differences also emerge in the data. London leads in sustainability awareness, with the highest percentage (54%) of consumers expressing concern about the environmental impact of communications. In contrast, Wales shows the lowest level of engagement (36%) with this issue.
The findings present an opportunity for businesses to enhance consumer trust by providing greater transparency and reassurance around the environmental impact of communication channel choice. Organisations that can demonstrate both sustainability and customer-centricity in their communication strategies will gain a competitive edge in an already saturated market.
“Businesses must start factoring in the environmental impact of their communication strategies,” continued Stevens. “This doesn’t mean defaulting to one channel as ‘the greenest,’ but by ensuring they are making smart choices that balance sustainability with customer experience. Businesses need to use communication channels effectively to prevent unnecessary follow-ups and ensure messages are received in the right format, at the right time, by the right customer. A blanket approach won’t work – sending in-app notifications to customers who prefer print, or vice versa, leads to disengagement and wasted efforts. Likewise, companies need to think more carefully about the regularity of their communications and if multiple messages are necessary or if one would be more impactful and so more sustainable. Organisations must optimise their communications strategy to be both environmentally responsible and impactful for the recipient.”
Quadient UK press contact
Claire Dodds, Quadient
Snr Press Relations Manager UKI
c.dodds@quadient.com