Just a few years ago, sustainability was mainly associated with recycling. Today, it includes a wider combination of environmental protection, efficient resource management, and a long-term perspective focused on durability and care for future generations.
Over the past 2 years, our studies – focused primarily on environmental sustainability – show that Romanian consumers are adopting a mixed approach.
Many Romanians are pragmatic, guided by the impact on their wallet and the need for effortless comfort. They embrace sustainability only if it brings them a personal, immediate, and measurable benefit, counteracting the pressure of inflation and the cost of living (e.g. unplugging appliances to reduce electricity bills; migrating towards platforms that sell second-hand items; choosing energy-efficient products etc.).
However, there are also consumers who act out of conviction, motivated by a desire to protect the environment, even if the personal benefits are less visible. They believe that their actions contribute to a more sustainable environment, although they recognize that the impact of individuals is smaller than that of institutions, legislation, or companies with greater influence. In addition, they may feel demotivated when these entities fail to take long-term initiatives.
Sustainability is gradually becoming a real value for younger consumers (Millennials and Gen Z). For them, it is no longer just a statement, but an expression of care for the environment and awareness of the impact of their choices.
All things considered, people are ready to invest and make efforts towards sustainability, but they are held back by several obstacles:
- FINANCING / initial cost: customers expect integrated offers, installment plans, or direct financing. They don’t just want the product, but a complete solution.
- LOGISTICS / incomplete infrastructure: although the national Deposit-Return Scheme (SGR) works very well, with a total of 3.6 billion packaging items accumulated just between January and August 2025, the necessary infrastructure is still missing for complex waste that is indispensable in daily life (electronics, oil, compost, etc.). The feeling of “effort in vain” still dominates.
- TRUST / credibility crisis and data: As European ESG and CSRD requirements become mandatory, Romanians no longer accept mere promises. Skepticism is growing, and they demand verifiable proof that the brands are taking responsibility as they claim (investments, clear compensation mechanisms, support for communities). They want clear and concrete actions.
What message does our data actually convey?
Romanians are prepared to do more. They need clear information, accessible solutions, and trustworthy partners to validate and support their efforts. The companies that will win in the coming years are not those that talk about sustainability, but those that demonstrate it.
How exactly?
- By simplification: brands must reduce complexity and transform sustainability into a natural, everyday gesture (e.g., through easy access to smart technologies, well-established infrastructure, and the distribution of practical content/ information that offers accessible and easy-to-implement solutions).
- By real value: positioning sustainability as financially advantageous, emphasizing value for money and offering direct benefits (e.g., extended loyalty programs, discounts) for responsible choices.
- By transparency: brands that show the entire process, not just the final solution (e.g., explaining where and how items are recycled, what raw materials are used in production, the impact of campaigns or investments)
We invite you to investigate together how sustainability can be demonstrated throughout your value chain and transform it from a bureaucratic obligation into a competitive market advantage!