Mindful Celebrations: Sustainability and community-driven Easter gatherings

Easter has always been a time of renewal and togetherness, bringing families and communities together over festive meals, Easter egg hunts and seasonal treats. Indeed, our monthly Mood of the Nation report has shown that Easter is having a moment, with two-thirds of UK adults planning to celebrate this year – continuing the upward trend we’ve been tracking since 2023.

However, as consumers continue to adjust to changing economic and political landscapes, mindful consumption and connections within communities are becoming more important – as is sustainability. These factors are ultimately influencing the way we celebrate. From sustainable food choices and reducing waste, to supporting local events and businesses, a more mindful approach to Easter is emerging.

The move towards sustainability

In recent years, sustainability has become more important not just for us Brits, but globally, with 71%¹ of global consumers considering sustainability as important. This growing awareness translates to everyday behaviours in the UK: of consumers trying to be more eco-conscious, 73%² reported recycling their household waste, 68%² are actively reducing their food waste and 61%² are limiting their use of single use plastics. Additionally, shopping practices such as low-buy (57%²), buying local (51%²) and buying seasonal (56%²) have gained more traction as consumers strive to lessen their environmental footprint in a variety of different ways.

However, we seem to have reached sustainability fatigue, with almost half of UK consumers believing that adopting a more sustainable lifestyle makes no difference⁴, whilst over a third agreed that it’s not worth making sustainable changes if others do not do the same³. Consumers are, therefore, starting to explicitly want more collaboration between themselves, retailers and government to make sustainability easier and more affordable – almost half say they also rely on businesses to offer sustainable products as standard⁴.

Sustainability tends to pop up more in everyday consciousness around events such as Easter because of the environmental impact celebrations can have. For example, in 2023 it was estimated that 4,370 tonnes of cardboard and 160 tonnes of foil packaging ended up in the bin⁵. Therefore, businesses can play a pivotal role in addressing consumer needs by making sustainable behaviour easier—such as reducing unnecessary packaging and simplifying recycling.

The move towards community

Easter doesn’t just bring chocolate eggs and pastel bunting, it also brings us together. Taking the time to connect with our family, friends and community helps us feel valued and part of something, increasing our well-being – this describes relatedness, one of the pillars of the Self-Determination Theory. In our increasingly busy and disconnected lives, meaningful opportunities to nurture relationships and increase this sense of relatedness can be harder to come across. Easter, however, offers a weighty reason to gather and celebrate with the people who matter most. Indeed, according to our monthly MOTN report, 81% of people plan to spend Easter ’25 with their loved ones.

Practical ideas for a sustainable community-driven Easter

Supporting consumers in achieving a more sustainable, community focused Easter celebration doesn’t have to be complicated:

Packaging
- reduce product packaging
- introduce easily recyclable packaging

Retailer to watch: M&S

- They are leading the way with their goal of having 100% recyclable packaging by the end of 2025 and removing 1bn units of plastic by 2027 in their Food category

Low-waste

- reusable decorations, craft kits and egg hunt kits
- no-waste recipe ideas, whether in-store or online
- promote local and seasonal products and link to different Easter activities

Community focus
- Sponsor local community events and sustainability initiatives
- Support community-focused charities

Looking ahead

The increasing emphasis on sustainability among UK consumers reflects a broader commitment to environmental responsibility. By making sustainable choices more accessible and acknowledging the inherent human desire for connection during celebrations like Easter, we can collectively contribute to a more sustainable and community-oriented future.

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