By David Quintero, Manager at IMRG Todays shoppers arent just looking for products, theyre looking for brands that share their values. More than ever, customers want to see retailers supporting social and environmental causes. The good news? Retailers have countless opportunities to make a difference, and in doing so, strengthen customer loyalty. In this blog, we explore the initiatives consumers want to see most, with real-world examples of retailers leading the way. We also share insights from industry experts on how businesses can weave purpose into every stage of the customer journey. Read on to discover:

• How retailers are putting social and environmental causes at the heart of their business
• Why eco-friendly packaging and sustainable sourcing top customer expectations
• How delivery and logistics play a major role in environmental initiatives
• The growing influence of marketplaces in driving sustainability

Retailers putting purpose at the heart of their business

Numerous leading retailers are putting social and environmental initiatives at the heart of their business. Just shy of 50% of customers said that they Sometimes see retailers supporting these causes, with a further 14% saying that they see this Often - that is according to our recent The Giving Economy report (2025). Customers expectations for retailers supporting social, environmental, and charitable causes is growing as over 45% believe more retailers will adopt sustainable practices in the next five years, and over 22% see that this will become standard practice. Below industry experts have provided examples of retailers who are socially and environmentally responsible, to help inspire others to think similarly. Experts at Prisync say, Customers love to see that their purchase will create a positive impact. Companies can develop campaigns that emphasise whether committing to choosing a particular material over another during product manufacturing, ethically sourcing their products, using sustainable packaging, or not testing products on animals, to show that they support environmental causes. Or merchants can donate a certain percentage or amount of the purchased products to NGOs, like in Sephora and Lady Gaga's We Belong to Something Beautiful campaign. Prisync note that Even though the price and quality are still top factors influencing customer choices when purchasing products, 2025 results show that people are willing to pay more for sustainable packaging, which conveys an opportunity for retailers to align their practices with consumer preferences toward sustainability. Our research shows that eco-friendly packaging is the top sustainability effort, selected by 32.3% of respondents, that will inspire customers to shop with a retailer. Moe Dhanji, Key Account Director at Commerce also provides examples; Todays consumers are opting for values-based purchasing decisions. They want to buy from brands that reflect their social and environmental priorities. Retailers like Patagonia and The Body Shop are leading the way by embedding sustainability and ethical practices into every stage of the customer journey, from eco-conscious product sourcing to transparent post-purchase communications. Moe reveals that 73% of global consumers say they would change their consumption habits to reduce environmental impact. Looking ahead, initiatives that emphasise circular commerce, carbon-neutral shipping, and ethical supply chains will continue to gain momentum. Retailers that lead with purpose not only drive loyalty but also future-proof their business in an increasingly values-driven market. Sadé Weeden, Influencer Partnerships Executive at Awin reflects on brands who have embracing sustainability and social causes as a movement rather than a tick box exercise: Take Wild, they turned a refillable deodorant into a movement, powered by eco-minded influencers who live its cruelty-free values. John Lewis makes Mend and Make Do fashionable through advocates of slower, greener living, while Tescos food-waste mission comes alive when zero-waste cooks curate online recipes from what's already on hand. By linking big-brand initiatives to real, everyday choices, influencers turn sustainability into more than a message. They make it a shared movement everyone can join.