Transform your business in 2025: Embracing shifts in consumer attitudes toward sustainable payments.

As we enter 2025, consumer attitudes are evolving substantially. Today's eco-conscious consumers prioritize social responsibility in their purchasing decisions, actively seeking brands that reflect their values regarding environmental sustainability, ethical labour practices, and community contribution. A Worldline survey of over 300 consumers in the EU and USA reveals that 66% of consumers are more willing to buy second-hand products now than 5 years ago. This shift presents a unique opportunity for businesses willing to adapt, as those that authentically embody social responsibility can enhance customer loyalty and attract consumers eager to support brands making positive societal contributions.

The power of roundup donations.

Incorporating charitable donation programs, such as roundup donations, offers a powerful method for businesses to engage customers in social responsibility initiatives. At checkout, consumers can round up their total purchase amount to the nearest euro, donating the difference to local charities or non-profit organizations. This approach appeals to consumers who wish to contribute to meaningful causes without making larger, long-term financial commitments. Notably, such programs have shown impressive results; Just to give an idea of its effectiveness, in 2023 in Spain through our partnership with Worldcoo we saw €442 thousand donated in this way. The simplicity and immediacy of this giving process resonate with today's consumers, enhancing their shopping experience while fostering a sense of community.

The role of digital payment solutions in enhancing sustainability.

With social responsibility at the forefront of consumers’ minds, businesses must consider the environmental implications of their operations, including in the payments space. The life cycle analysis study “Accelerating the Decarbonisation of Payments”, sponsored by Worldline, highlights how carbon emissions associated with various payment methods present an opportunity for businesses to implement impactful changes.

One key finding of the study was confirmation that accepting payments digitally rather than via cash is the most effective way to reduce the carbon impact of payment transactions. Digital payments have a significantly lower environmental footprint compared to cash. In fact, cash payments generate 15 times more carbon emissions than card payments. This increased carbon footprint is attributed to various factors, including the transportation of cash to ATMs, the handling of cash by merchants, and the production process of the currency itself.

The study also identifies key strategies to further decarbonise digital payments and elevate a brand’s eco-image:

• Opt for digital receipts: Encouraging customers to select digital receipts over traditional paper options can lead to substantial waste reduction. The study indicates that over 40% of carbon emissions from payment transactions are generated by printed receipts. By adopting paperless solutions, businesses can enhance operational efficiency, reduce emissions, and improve customer satisfaction.
• Leverage mobile payment technologies: Mobile payment solutions simplify transactions while addressing the growing demand for convenience and sustainability. Promoting mobile wallets and contactless payments enables businesses to minimize reliance on plastic cards and position their brands as leaders in environmentally-friendly practices.
• Address inefficiencies linked to physical devices: While digital payments were once thought to significantly impact carbon emissions, the findings reveal that the manufacturing and use of physical terminals and devices are substantial contributors to emissions. As technology evolves, leveraging smartphones for payments can help alleviate this environmental impact.

By implementing these strategies, businesses can align with consumers’ increasing environmental expectations and reinforce their commitment to sustainability, driving customer loyalty and positively contributing to society.

Seizing the moment in 2025.

As we progress into 2025, adapting to evolving consumer attitudes around social responsibility is essential. By prioritising sustainable payment solutions and authentic community engagement, companies can enhance their relevance and forge meaningful connections with customers.

The journey toward sustainability demands diligence, transparency, and a steadfast commitment to creating tangible benefits for both people and the planet. Businesses that adhere to these principles will not only improve operational effectiveness but also cultivate trust and loyalty among consumers who value integrity and authenticity.

In today’s dynamic marketplace, a crucial question arises: how will your business respond to the demand for genuine social responsibility? Leverage the insights discussed here to inform your strategies, engage with your customers, and shape a future that reflects the core values of your brand and your customers.

Sources:
https://worldline.com/en/home/main-navigation/resources/resources-hub/infographics/the-rise-of-resale
https://worldline.com/en/home/main-navigation/resources/resources-hub/podcasts/tech4good-can-roundup-donations-make-a-difference-podcast
https://worldline.com/en/campaigns/corporate/how-to-decarbonise-payments.html
How can we make payments greener? | Worldline Global