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Research reveals preference for climate friendly products among Welsh shoppers

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TWO in three (67%) Welsh shoppers prefer to buy products that have a more positive environmental impact, but are unsure how to identify them, according to new research from Amazon.

According to a recent Amazon-commissioned study of 2,000 British shoppers, two in three (67%) shoppers in Wales prefer to buy products that have a more positive environmental and social impact, but are unsure how to identify them due to confusing sustainability statements on product labels.

In fact, Welsh shoppers surveyed find completing a giant crossword puzzle (41%), building flat-pack furniture (40%), and cooking an elaborate dinner party from scratch (30%), easier than figuring out which everyday products have a lower environmental impact when shopping online.

As a result, only 1% of Welsh respondents say they always understand a product’s environmental impact when they shop. More than half (59%) want retailers to help them easily identify products which have a more positive environmental and social impact. This ranges from everyday items like socks and sugar, to personal care products like soap and sunscreen.

Amazon makes it easier for customers to discover and shop for products with improvements in at least one aspect of sustainability. Its Climate Pledge Friendly badge helps shoppers to discover and filter products based on clear sustainability features – from products containing recycled materials and designed with less packaging, to items made from organic content and safer chemicals. These features are based on vetted and reputable third-party certifications, such as Rainforest Alliance, Fairtrade International and Forest Stewardship Council.

Certifications matter to Welsh shoppers, with 74% saying they are more likely to trust a product’s sustainability claims if it is supported by an official certification from a reputable organisation. 32% of those surveyed also claim to have abandoned a purchase when they did not trust or understand its sustainability claims.

More than a quarter (29%) of respondents claim they are more likely to try a new brand or product if their social, ethical and environmental credentials are clear on the product itself, or at the point of sale online, giving them reassurance these brands align with their principles.

“Products with certified sustainability features are a top choice for UK shoppers, and it’s important that customers can easily understand exactly what those features are. At Amazon, we’re taking the guesswork out of the shopping experience, helping customers to shop for items that match their values,” said John Boumphrey, Amazon UK Country Manager.

Among the most sought-after sustainability features that Welsh shoppers surveyed look for are kindness to animals (52%), recyclable packaging (45%), made with chemicals safe for human health and the environment (43%), reduced packaging (34%), and items made with recycled materials (33%), while 31% seek products that are made with responsible farming and forestry methods.

The top five product categories that shoppers expect to find more sustainable options for include food and beverage items (54%), cleaning products (54%), cosmetics and beauty (51%), apparel (32%) and pet supplies (20%).

Nearly 37.6 million Amazon customers have switched to Climate Pledge Friendly badged products in 2023, leading to over 1.16 billion items sold, a 42% increase from 2022 – sending a strong signal to Amazon’s selling partners that customers want to shop for products with sustainability features. As of today, Amazon’s Climate Pledge Friendly product selection has grown to more than 1.4 million items globally – a 157% increase from 2022.

“Amazon’s Climate Pledge Friendly certifications help us to communicate our brand commitment to more-sustainable processes and products. The qualification process is reassuringly thorough which means when customers see the Climate Pledge Friendly badge, they can be confident they are purchasing a product that goes some way to help preserve the natural world we live in,” said Tom Lloyd, Co-Founder and Commercial Director at Bloomsbury Mill, an award-winning children’s and baby brand in the UK, with several popular Climate Pledge Friendly products on the Amazon UK store.

Amazon’s UK Climate Pledge Friendly programme features more than 50 independent sustainability certifications. Products which have one or more of these certifications can be found by clicking on Climate Pledge Friendly on Amazon.co.uk. Each Climate Pledge Friendly-badged product comes with clear and detailed descriptions of their sustainability features and underlying certifications, helping consumers make more informed choices when shopping online.

 

Business

Rosemarket Dawn Till Dusk golf club 18-hole plans lodged

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A CALL to extend a long-established Pembrokeshire golf club, bringing it up to a full 18 holes, has been submitted to county planners.

In the application, Mr and Mrs Young, through agent Preseli Planning Ltd, seek a change of use of land adjoining the Dawn Till Dusk Golf Club, Furze Hill Farm, Bastleford Road, Rosemarket, to form an extension to the existing golf course, along with landscaping and associated works.

A supporting statement through the agent says: “The application seeks full planning permission for the enlargement of the existing golf course to provide an additional six holes, to provide a total of 18 holes.

“The proposal would involve minor landscaping works to the fields and boundaries and the creation of a small number of ponds and bunkers. The extension would be located on land to the west of Furze Hill Farm and on the opposite side of the road to the existing golf course and clubhouse.

“An altered access to the land parcel is proposed as part of this application, which would provide an improved route for users crossing the public highway to avoid conflict with movements at the main entrance.

“The application site exceeds 1ha and therefore the proposal is considered major development necessitating a Pre-Application Consultation prior to formally submitting the planning application to the Local Planning Authority.”

It adds: “The existing golf course has operated in excess of 30 years and is popular with both visitors and locals. Club membership currently stands at approximately 350 and there is demand for enhancing the provisions of the course.

“The applicants’ sons have recently increased their involvement in the enterprise and in recent years wet winter months have necessitated the closure of the course, or parts of it, due to the ground becoming waterlogged, primarily due to the flat nature of the existing course.

“The extension would provide variation to the terrain, providing, dryer conditions, as well as the ability to alternate between the existing and proposed to maintain use, enhancing the viability of the enterprise.”

The application will be considered by Pembrokeshire County Council planners at a later date.

 

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Business

Plans to rebuild arson hit building at farm with one of largest sheep flocks in Wales

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A CALL to rebuild a fire-damaged Pembrokeshire farm building, as a family home to help manage one of the largest sheep flocks in Wales, has been submitted to the national park.

In the application to Pembrokeshire Coast National Park, D B Davies and Sons through agent Harries Planning Design Management, with a supporting statement by Reading Agricultural Consultants Ltd, seek permission to renovate an existing fire-damaged dwelling, together with the conversion and extension of outbuildings to form an agricultural worker’s dwelling at Mynydd Du, Rosebush.

The supporting statement through Reading Agricultural Consultants Ltd says Mynydd Du is part of a wider holding which includes Eisteddfa Fawr and land around the village of Brynberian, the farms approximately six km apart, with land under control of the applicant amounting to some 1,500 acres, with a further 3,000 acres of Preseli mountain common land also used; the land accommodating a 5,000-ewe flock with 10 suckler cows and followers.

It says DB Davies & Sons Unlimited, has five partners: the two Davies brothers, Berian and Ken; their wives; and Berian’s son, Dyfed.

Berian and Ken are in their late 70s, with most of the heavy work on the farm is undertaken by Dyfed.

Dyfed and his wife Megan are first language Welsh speakers, living some 10 km away in Nevern, while Berian and Ken, and their wives, live at Eisteddfa Fawr, Brynberian.

The dwelling at Mynydd Du, where most sheep are now wintered, is structurally sound and repairable but has been unoccupied since 1990, and was subject to arson circa 2013, the statement says.

It says Dyfed works full-time on the farm, alone with increasing frequency as the older business members are above retirement age, working “long hours out of necessity to undertake all the work associated with one of the largest flocks of sheep in Wales”.

“His working hours are extended further due to the fact that he lives remote (6kms) from the main block of land at Tyllosg, where Mynydd Du is situated in the centre of the farm. Travelling back and forth several times each day during lambing and other times during poor weather, to check on flock welfare is an arduous task and can be dangerous, particularly if driving when tired during inclement conditions.”

The statement adds: “The application seeks permission to repair the fire damaged dwelling at Mynydd Du and bring it back to serve a useful purpose to enable Dyfed to closely monitor the ewes, not only at lambing, but throughout the year when the flock is grazing on the adjacent common land.

“It will also enable Dyfed to be with his partner and young child on a more regular basis than simply at the end of a long day when he is away from their current home, tending the sheep at Mynydd Du.”

The application will be considered by park planners at a later date.

 

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Business

Herald expands sales team as Milford Haven growth drives demand

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THE PEMBROKEHIRE HERALD is launching a recruitment drive to bring in two new sales executives as the newspaper continues to grow its commercial operations across the county.

The move comes as the Herald strengthens its position as the leading independent news platform in West Wales, with increasing demand from local businesses looking to advertise both in print and online.

The expansion is being driven in part by the rapid growth of Milford Haven and the wider energy sector, with major investment in green energy projects, port activity and associated industries creating new opportunities for local businesses.

As the area continues to develop as a key energy hub, more companies are seeking to reach customers, partners and the wider community through trusted local media.

The successful candidates will work directly with Pembrokeshire businesses, helping them promote their services to a growing audience through the Herald’s expanding digital reach and established print readership.

Editor Tom Sinclair said the recruitment reflects both the changing local economy and the Herald’s increasing audience.

He said: “Milford Haven is expanding rapidly, particularly with new energy and green projects coming forward, and that’s creating real opportunities for local businesses.

“At the same time, our audience continues to grow across both our website and social media platforms, meaning we can now offer advertisers a much bigger and more effective platform than ever before.”

The new roles will focus on building relationships with local firms, developing advertising campaigns, and identifying new opportunities across sectors including tourism, retail, trades, energy and professional services.

The Herald has continued to invest in its digital platforms, including Herald.Wales, alongside its well-established print edition, offering advertisers a multi-platform approach to reaching customers.

The recruitment drive also comes at a time when many local businesses are looking for cost-effective ways to promote themselves amid ongoing economic pressures.

Mr Sinclair added: “Local advertising matters. When businesses advertise locally, that money stays in the local economy. It helps create jobs, supports families and helps communities grow alongside the businesses within them.”

The roles are expected to appeal to motivated, target-driven individuals with strong communication skills and an interest in media, sales or marketing.

Both positions are based in Pembrokeshire, with opportunities for training and career progression within the Herald’s growing media group.

Anyone interested in applying is encouraged to email [email protected] with a CV and covering letter before Tuesday (Apr 1, 2026).

 

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