Climate Crisis is Changing Parental Decisions on Purchasing: HP Study

22 June 2023: HP announced new global research conducted by Morning Consult revealing the serious actions many parents are taking due to climate change, from everyday decisions to long-term family planning.

The study among parents in India, Mexico, Singapore, United Kingdom and United States found that 91% of parents are concerned about the climate crisis, leading to changes that are reshaping their lives and purchasing habits. More than half (53%) say it has impacted their perspective on having more children. Forty-three percent of respondents said they had reconsidered working for a company based on its commitment to environmental and social issues.

The research also found many parents favor companies that are taking action to address climate change. Nearly two-thirds (64%) of parents prefer products that are sustainably sourced and 60% say sustainable company practices play a large part in their purchasing habits. That is despite the findings that the vast majority of parents (84%) acknowledge the cost of living is rising and more than half (57%) believe engaging in environmentally friendly practices takes up a lot of time.

“Families, like all our customers, rely on HP to connect them to the things that matter most, be it work, entertainment or loved ones,” said Michele Malejki, Global Head of Social Impact. “It’s one of the reasons parents are top of mind for us. And like every generation before them, today’s parents have their own unique pressures, especially the climate crisis. It’s why we’re going beyond our business impact to make our business better for people and the planet.”

While parents are taking personal action, most also believe key players in the corporate world must act, too. Most parents (51%) believe that companies have “a lot” of responsibility in holding themselves accountable on climate action, as opposed to customers (36%).

www.hp.com