Britons blame corporate greed for price hikes, survey finds

Britons are most likely to blame corporate greed for price hikes, according to Zero100's analysis of 14,000 consumers across seven major markets. The study found that one in five Britons cited businesses' drive for higher profits as the single largest driver of rising retail prices, more than in any other market. Britain’s inflation has run higher than many peers since Russia's invasion of Ukraine in 2022, and the survey underscores how households perceive the causes behind everyday price increases.

Britain stood out for its skepticism toward large businesses, even as other factors were cited. While global economic conditions remained the most frequently cited reason for rising prices among shoppers overall, Britons were more inclined to attribute increases to corporate greed. Kevin O'Marah, Zero100's chief research officer, said that "What our data shows is that consumers are far more likely to stomach the inevitable price rises that follow if retailers clearly communicate the reasons why."

Britain's inflation picture has been stubborn, with prices up 3.2% in the year to November, down from 3.6% in October. The Bank of England has adjusted policy as inflation has remained above its 2% target, delivering five rate cuts since August 2024 to bring the Bank rate to 4%, with a sixth cut expected at the upcoming meeting. More than 90% of Britons surveyed reported price increases on regular purchases in the last six months, compared with a global average of 82%. In several other large economies, the shares reporting price rises over the same period ranged from the mid-70s to the low-80s, illustrating Britain’s relative price sensitivity even as inflation remains elevated.

Across all markets surveyed by Zero100, which also included Spain and the US, 57% of people said they believed international trade wars contributed to higher prices in 2025, while 42% pointed to the war in Ukraine. Thirty-three percent cited extreme weather events affecting logistics and production lines, while 18% blamed politicians and government policies. O'Marah said: "Trade disputes, disrupted logistics and raw material costs soaring aren’t just abstract ideas to today’s consumers – they are shaping household budgets."

In Britain, belt-tightening is reshaping how people shop. Sixty-seven per cent of Britons surveyed said they would drop any brand that continually upped its prices. Thirty-five per cent said they had switched to cheaper brands while shopping this year, and 32% said they were simply making fewer purchases. Brand loyalty is falling by the wayside as consumers switch to discount retailers or buy less to stretch household budgets.

Among Britons, the data show a notable age pattern in attributing price hikes to corporate greed. Generation X, defined as those aged 45 to 54, accounted for 28% of respondents who blamed corporations, nearly twice the share of Generation Z consumers. The pattern highlights a broader push among price-conscious shoppers to reassess value and supplier practices when faced with rising costs. The findings add to a growing body of evidence that households are recalibrating their expectations of retailers and brands amid persistent inflation and ongoing cost pressures.

The Zero100 study thus captures a consumer landscape that is simultaneously wary of corporate motives and highly attuned to price signals. While many households acknowledge macroeconomic drivers such as supply chains, energy prices, and global demand conditions, Britain's comparative emphasis on corporate greed as a key factor underscores a unique consumer sentiment in markets facing stubborn inflation. The results come as policymakers and businesses continue to navigate a period of elevated prices, with inflation still above the 2% target and monetary policy oscillating in response to shifting economic data.