By Rakhee Naik. If you’re still thinking of sustainability as a corporate social responsibility box-tick exercise, or a Gen Z buzzword, you might be missing the bigger picture.
According to the latest insights from KLA, in partnership with YouGov Profiles (which tracks South African adults with access to the internet, aged 18+), eight out of 10 South Africans say they prefer to buy from brands that are sustainable, and that preference shows up right through the path to purchase.
These consumers are putting their money behind companies that take environmental and social responsibility seriously. They’re also more likely to support local businesses (54% “definitely agree”), suggesting that sustainability, in their minds, is as much about community as it is about carbon.
Loyalty means more when values align
What’s particularly interesting about this group is how sustainability contributes to emotional loyalty. They are more likely to subscribe to loyalty programs, with 58% stating they definitely agree, and 48% agreeing that they spend more with a brand when they are part of a loyalty program.
Why? Because 68% believe loyalty programmes are a great way to reward customers, and 78% feel more emotionally connected to the brands they belong to. When brands echo their ethics, it seems the loyalty goes both ways.
Quality, yes. Luxury? Also yes.
This audience isn’t bargain-bin hunting their way through a greenwashed aisle. In fact, 52% show a strong preference for quality products, and 41% are willing to pay more for luxury brands. That doesn’t mean they’re oblivious to price, but they are value-conscious, not price-obsessed — a key distinction for marketers targeting the premium space.
And yes, they’re online. 57% prefer online shopping for convenience, and 74% browse online before they buy, with many opting for click-and-collect (43%). But before you drop your store strategy altogether, consider this: 40% still want to touch and feel products before they commit, well above the national average.
Values-driven, risk-ready
These consumers are intentional across the board. They’re more likely to recycle (84%), are willing to pay more for eco-friendly products (78%), and even sustainable energy (68%). They also believe climate change is the biggest threat to civilisation (79%), which makes their purchasing behaviour feel less like a fad and more like a long-term shift.
Interestingly, this group is not risk-averse. In fact, they seek out change (77%), welcome challenges, and believe in seizing opportunities (83%). They’re dynamic, lifestyle-driven consumers who actively look for brands that reflect their values, with 82% agreeing to wanting products that align with how they live, not just what they need.
Communication that lands
If you’re trying to reach them, social media remains the top channel (58%), but this audience is also more likely to notice billboards (44%) and online newsletters (51%) than the average consumer. They’re not glued to a single screen, and they respond to messages that reflect who they are and what they care about.
They’re also more trusting of expert recommendations: 78% value expert opinion when choosing products, so endorsements that come from credible sources (not just influencers) hold sway.
For this audience, sustainability isn’t just a feature. It’s a filter. It shapes how they shop, where they shop, what they pay attention to, and ultimately where they spend. It feeds directly into loyalty, premium product appeal, and even brand recommendation.
If marketers are serious about future-proofing their strategies, then understanding the buying power of sustainability isn’t optional. It’s a competitive advantage hiding in plain sight.
Methodology
Profiles: Segmentation and media planning tool. With data collected daily, YouGov Profiles gives you the power to build and customise a portrait of your consumers’ world.
Dataset: 2025-05-25
Population: South African adults with access to the internet, aged 18+ prefer brands that are sustainable, n=1365
Rakhee Naik is a managing consultant: Insights at KLA
