The cycling industry is facing a unique challenge: while many industry representatives believe they are doing enough to promote sustainability and prioritize climate action, consumers are not so sure. A recent report assessing climate action progress within the cycling industry has revealed a stark contrast in perceptions between industry players and consumers.
The report, published by the non-profit Shift Cycling Culture group, surveyed 111 industry representatives from 106 organizations across 21 countries and 206 cyclists from 17 nations. It found that 62% of industry representatives were positive or very positive about their sustainability practices, while only 23% of consumers shared the same sentiment.
This discrepancy highlights a potential gap between industry efforts and consumer expectations. The report suggests that while the industry is making strides in sustainability, there is still a long way to go to meet consumer demands.
One of the key findings of the report is that 75% of industry representatives believe their company is taking a strategic approach to climate action, and 85% report that reducing climate impacts is part of their product design and development. Over a third of companies have conducted at least one Life Cycle Assessment, indicating a shift towards integrating sustainability into core business practices.
However, the report also reveals that only 20% of companies consider climate action their top priority, and leadership-level support for sustainability has slightly declined over the past year. This suggests that while the industry is making progress, there is still a need for stronger commitment and transparency at the highest levels.
Consumers are calling for greater transparency and communication from brands, as well as a focus on product longevity rather than thinness and lightness. They want longer-lasting, repairable, and compatible products, standardized parts, and circular design to reduce waste. Many consumers have also switched brands due to sustainability concerns, indicating a growing demand for more environmentally friendly products.
Despite the differences in outlook between consumers and the industry, both groups recognize that technology and policy alone will not be enough to combat climate change. Instead, promoting cultural and behavioral change across the cycling world, with a focus on collaboration, is seen as crucial in the struggle to catalyze climate action.
