Two-thirds of UK consumers want the products they buy to be environmentally and socially responsible, new research reveals

A new national consumer survey commissioned by FSC UK has revealed overwhelming public support for responsible sourcing, credible sustainability claims and ethical business practices, highlighting a significant opportunity for brands and retailers that can demonstrate independently verified environmental and social credentials. Based on a survey of 1,280 UK adults conducted in March 2026, the findings show that trust and transparency are becoming essential factors in purchasing decisions.

According to the research, more than two-thirds (68%) of consumers say it is important that the products they buy are made from responsibly sourced materials that help protect natural resources, while 67% trust reputable certification labels to help them avoid exaggerated or misleading environmental claims. Support is particularly strong among younger generations, with those in the Gen Z and 25 to 34 year old brackets showing even higher levels of engagement with responsible sourcing and certified products.

The research also highlights the importance of social responsibility. Nearly seven in ten consumers (69%) say it is important that the products they purchase come from companies that actively protect and uphold workers' rights. Among 25 to 34 year-olds, support rises to 80%, reinforcing the growing expectation that businesses should address both environmental and human rights issues within their supply chains.

Perhaps most significantly for manufacturers and retailers, the survey reveals a strong consumer preference for certified products. Three quarters (75%) of UK consumers say they would be likely to choose an FSC certified product over an uncertified alternative, compared with just 11% who would be unlikely to do so. Support is particularly strong among parents, millennials and younger adults, suggesting that certification can play a valuable role in influencing purchasing decisions and building consumer confidence.

Awareness of the FSC label, which can be applied to responsibly sourced forest products, remains one of the report's strongest findings. Almost three quarters of UK consumers (73%) recognise the FSC logo, rising to 82% among 25 to 34 year olds. While recognition currently exceeds understanding, nearly half of consumers (46%) say they have at least some understanding of what the label represents, demonstrating substantial public awareness upon which businesses can build.

The FSC label is most commonly recognised on everyday products. More than half of consumers (55%) report seeing it on paper and cardboard packaging, while many also notice it on toilet tissue, greeting cards, timber and DIY products, books, stationery and furniture. The breadth of recognition demonstrates how FSC certified materials have become a familiar part of daily life across the UK marketplace.

The survey further found that 68% of consumers would have a more positive opinion of a brand or retailer if they saw the FSC label on its products. Among consumers aged 25 to 34, that figure rises to 81%.

Rosie Teasdale, executive director of FSC UK, said: 'Consumers are telling us very clearly that they want confidence in the products they buy. They are looking for evidence that environmental and social claims can be trusted, and they are increasingly rewarding businesses that can demonstrate responsible sourcing. These findings show that credible, independent certification is not only helping consumers make informed choices, but also helping brands build trust, strengthen their reputation and meet growing expectations around sustainability.'