Research from SAP Emarsys reveals that the environmental impact of retail returns is a top concern for green-minded consumers 

Indianapolis, March 14, 2024 – One in two Americans (51%) want more sustainable retail returns, according to the latest research by SAP Emarsys Customer Engagement, which surveyed over 2,000 consumers in the United States. 

The research, which launches at Shoptalk in Las Vegas, found that consumers are favoring brands with eco-friendly practices. More than half of US shoppers (55%) are more loyal to brands that have sustainable returns processes.  

Sustainability is even more important to younger shoppers. One in three Gen Z shoppers (33%) view sustainability as the most important consideration when making purchases, even more than price.  

With returns on the rise, retailers can reduce the environmental impact of returns by using less packaging and recycling returned items. In fact, most US consumers are embracing the circular economy, with 53% agreeing that retailers should re-sell returned items at a lower price. 56% would like to see retailers accept returns at local depots. 

“Sustainability has become a key consideration for consumers when deciding where to shop,” said Kelsey Jones, Global Head of Product Marketing at SAP Emarsys. “Retailers must prioritize more sustainable operations and taking steps to reduce the environmental impact of returns is a good starting point.”  

“The key is identifying the root of the problem – why are customers returning items in the first place? Leveraging AI-powered personalization, retailers can learn from customer data to transform customer experiences and elevate personalization so that shoppers purchase the perfect item the first time.” 

Returns are just one part of the loyalty mix. To learn more about how personalization as part of an omnichannel strategy is the key to true customer loyalty, check out the SAP Emarsys 7 Pillars of Personalization

Join SAP Emarsys Customer Engagement at Shoptalk in Las Vegas from March 17-20, 2024. For more details, visit