Uncovering the power of AR in sustainable shopping

The way people shop is changing: Consumers have unlimited access to information to research before they buy and they have countless channels in which to make purchases. Meanwhile, there is an increased focus on sustainability among shoppers, directly impacting their purchase decisions. For many years, we've worked with Snapchat on uncovering how augmented reality (AR) impacts the shopping experience. Today, over 300 million Snapchat users engage with AR daily and widespread usage of AR technology reaches nearly 75% of the global population. So when Snapchat wanted to explore how AR could serve as a catalyst for sustainability, we were intrigued. 

Exploring the impact of AR on sustainability 

We launched a study that explored the value of augmented reality in promoting sustainability, consisting of a comprehensive quantitative survey involving 7,500 AR users aged 13-45 across five countries: France, India, Saudi Arabia, the United States, and the United Kingdom. The study also included in-depth interviews with experts and stakeholders in AR and sustainability, covering topics such as marketing, manufacturing, business impact, and diversity, equity, and inclusion (DEI). 

We found that consumers are highly receptive to brands that use AR to support sustainability initiatives and that AR experiences not only contribute positively to the environment but also enhance brand profitability and consumer satisfaction. AR can offer tangible benefits such as reduced purchase returns, increased brand perception, and trust through enhanced transparency and authenticity.

How AR can impact sustainable shopping for consumers and brands

The research findings are compelling. Eighty percent of consumers reported feeling more confident in their purchases due to AR, with 69% believing that AR represents the future of shopping. Consumers are attracted to AR’s potential to streamline shopping experiences and contribute to sustainability through features like virtual try-ons before purchase. Notably, 93% of consumers have either maintained or increased their purchases of sustainable products over the past year, reflecting the growing public demand for brands to focus on sustainability.

Specific insights from the study include:

• Increased Purchase Confidence: AR experiences that positively impact sustainability increase consumer confidence, making them 84% more likely to make a purchase, 71% less likely to request a refund, and 69% willing to pay more.

• Consumer Attraction: AR features such as virtual try-ons are particularly attractive in categories like personal care (84%) and clothing (80%). In other sectors, such as quick-service restaurants, automotive, and entertainment, waste reduction and transparency are key drivers.

• Sustainability Benefits: Consumers prioritize sustainability benefits (88%) over technological (79%) and accessibility (68%) advantages.

• Carbon Emissions Reduction: AR can lead to a 46% reduction in carbon emissions during online shopping, with consumers indicating they would use AR 68% of the time to reduce emissions through virtual try-ons, digital menus, product customization, and virtual event attendance.

Putting the research findings into action

These findings illustrate how AR can reshape approaches to sustainability and profitability. The integration of AR technology into shopping experiences provides brands with an opportunity to lead with innovation and integrity. High-quality AR experiences can increase consumer confidence, reduce returns, and allow consumers to understand products through immersive experiences. This technology holds the key to replacing carbon-intensive activities, such as physical product try-ons and travel, thereby reducing environmental impact.

For brands to fully leverage AR for sustainable growth, four critical elements must be prioritized:

1. Technology: Investing in high-quality AR to simulate experiences that reduce carbon-intensive activities.

2. Advocacy: Integrating AR sustainability initiatives into core business strategies and promoting sustainability within organizations.

3. Education: Elevating consumer awareness of sustainable living practices through AR and transparently showcasing the benefits.

4. Transparency: Openly communicating intentions and outcomes to cultivate trust and authenticity, avoiding greenwashing.

AR is evolving beyond enriching consumer experiences to become an agent of positive change in sustainability and profitability. The symbiotic relationship between AR and sustainability presents a unique opportunity for brands to contribute to a healthier planet, drive consumer loyalty, and enhance their bottom line. By embracing cutting-edge AR technology, advocating for sustainability, educating consumers, and practicing transparency, brands can lead the charge toward a future where sustainability and profit go hand in hand.