Rising Demand for Sustainability: Nearly 50% of U.S. Consumers Purchase Eco-Friendly Products, Survey Finds

Survey Reveals Nearly Half of U.S. Consumers Purchase Sustainable Products

A recent GlobeScan survey, conducted in March 2025 with over 1,000 American respondents, highlights a rising trend in consumer preference for sustainable products in the United States. Key findings include:

• Growing Demand: Nearly 49% of U.S. consumers reported buying an environmentally friendly product within the past month, marking a 6-point increase from 43% recorded before the 2024 election.

• Unmet Potential: Over one-third of consumers expressed a desire to purchase sustainable products but faced barriers such as high prices, limited awareness, and lack of product availability.

• Low Disinterest: Only 15% of respondents showed no interest in environmentally friendly products, indicating widespread consumer inclination towards sustainability.

• Defining Sustainability: Consumers commonly identify sustainable products through recycled or recyclable packaging, recognized certifications or labels, and eco-friendly materials or ingredients.

Implications for Brands

Despite a politically shifting landscape that may deprioritize environmental initiatives, consumer appetite for sustainable goods remains robust. This trend underscores significant opportunities for brands to:

• Expand access to and increase the visibility of credible sustainable options.
• Build long-term loyalty by aligning product offerings with consumer environmental and social values.
• Leverage sustainability as a competitive advantage, enhancing trust and market share.

Conclusion

The sustained and growing consumer demand for sustainability signals a promising business case for companies committed to eco-conscious products. Brands that successfully address barriers to purchase and provide transparent, trustworthy sustainable choices are best positioned to thrive in this evolving marketplace.

Source: GlobeScan survey data analyzed by Tove Malmqvist for Trellis, May-June 2025

Design Delight Studio curates high-impact, authoritative insights into sustainable and organic product trends, helping conscious consumers and innovative brands stay ahead in a fast-evolving green economy.