perspective Monash Business School’s Australian Consumer and Retail Studies (ACRS) research unit has conducted research into sustainability for several years via the Retail Monitor to better understand consumers’ attitudes and behaviours when it comes to sustainability.  Our research found that customers are increasingly contemplating the social and environmental impact of their purchases before they buy. For example, when asked how important sustainability is when making non-grocery purchases, over half of Australian shoppers told us it was important.  From a lifestyle perspective, many shoppers are engaging with sustainable lifestyle practices, including bringing their own shopping bags to stores and recycling product waste. And those that engage in these practices seem to commit to them, and engage in these activities frequently.  This focus on sustainability is no longer just a trend, but a consumer movement that will continue to gain momentum. Retailers should consider how to not just appeal to these customers, but how to become an ally to help them make sustainable choices which in turn will help build a long-term relationship.  Sustainability from an industry perspective Sustainability continues to be top of mind for industry, particularly in the retail and fashion industries. Afterpay Australian Fashion Week, for example, featured a sold-out talk on the impact of fast fashion and how those in the fashion industry in Australia – from designers, to tech entrepreneurs, to academics – can work together to reduce the industry’s carbon footprint and provide consumers with sustainable options.  Brands and retailers are getting in on the action both in Australia and abroad in different ways. For Alpha-H, an Australian-made skincare brand with manufacturing facilities on the Gold Coast, this looks like focusing on local manufacturing and suppliers over overseas alternatives. All their suppliers are certified sustainable sources and are locally sourced where possible. In addition, all their liquid waste is diverted to local land revegetation projects. Another example is moving towards sustainability with the product itself. Athletic brand Lululemon has recently commenced a multi-year partnership with Australian enviro-tech recycling start-up Samsara Eco with the aim of creating an infinitely recycled nylon and polyester to use in Lululemon’s product line. Education for industry and not just consumers is also a huge component, with eBay recently launching its ‘Carbon Academy’ training to help small businesses reduce emissions, improve their understanding of sustainability related subjects, and help engage their customers on sustainability action. Sustainability from a government perspective The final piece of the sustainability puzzle is government – a party often overlooked in these discussions, despite their focus on sustainability. In Australia, the consumer watchdog, ACCC, listed consumer and fair trading issues in relation to environmental claims and sustainability as one of its compliance and enforcement priorities for 2022-2023, and is currently investigating a number of businesses for potential greenwashing after its online review of at least 200 brands found more than half made concerning claims about their environmental or sustainability practices.  There is also a current Senate inquiry into greenwashing to investigate advertising standards in relation to environmental and sustainability claims and the impact of misleading environmental and sustainability claims on consumers.  Sustainability was also a key focus area at the recent meeting of the International Consumer Protection and Enforcement Network (ICPEN) – an organisation composed of consumer protection authorities from over 70 countries, representing some 5 billion global citizen-consumers.  At the annual conference, this year hosted in Sydney, ICPEN brought together experts from government, industry and academics to discuss sustainability from an industry perspective.  It is crucial that these parties work together to move forward in the sustainability journey to empower consumers and provide them with adequate information to make informed sustainability-related decisions, incentivise and encourage industry when it comes to better practice, and clear regulatory enforcement and education.  Note about the research: The ACRS Retail Monitor investigates consumers’ shopping preferences and behaviour. Data on sustainability was collected from n=1,005 randomly selected Australian shoppers between 29 August – 5 September 2022.