Nearly Half of U.S. Consumers Purchase Sustainable Products, Survey Finds

A recent survey by GlobeScan, shared via Trellis, reveals strong and growing consumer interest in sustainable products across the United States. Conducted in March 2025 among over 1,000 Americans, the study highlights key trends in eco-conscious purchasing habits.

Key Survey Findings

• 49% of Americans reported buying an environmentally-friendly product in the past month, marking a 6% increase since August 2024.
• Only 15% of respondents expressed no interest in sustainable products.
• More than one-third of consumers want to buy sustainable goods but are deterred by hurdles such as:
  • Higher prices
  • Limited awareness of sustainable options
  • Lack of availability

Consumers commonly recognize sustainable products by attributes like recycled or recyclable packaging, trusted certifications and labels, and eco-friendly ingredients or materials.

Implications for Brands and Retailers

Despite political shifts that might suggest waning environmental focus, consumer demand for sustainability remains robust. This signals a lucrative opportunity for brands to:

• Increase availability and accessibility of sustainable products.
• Build trust through credible and transparent sustainability claims.
• Capture loyal customers motivated by environmental and social values.

Meeting these expectations can translate into long-term consumer loyalty and expanded market share.

Context and Expert Insight

Tove Malmqvist, who manages GlobeScan’s Radar research program, emphasizes that sustainability remains a powerful driver for U.S. consumers. The survey underscores that successful brands will be those that empower customers with meaningful and trustworthy green choices.

Supporting Sustainable Choices in 2025 and Beyond

For businesses aiming to align with consumer values and the evolving marketplace, expanding sustainable offerings is not just a social imperative but a competitive advantage.

Source: GlobeScan survey via Trellis, March 25-28, 2025
Original report by: Tove Malmqvist, May 16, 2025 (updated June 10, 2025)
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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.