Majority of U.S. Consumers Embrace Sustainable Products: Trends and Insights into a Growing Market

Nearly Half of U.S. Consumers Now Purchase Sustainable Products: Survey Insights

A recent survey conducted by GlobeScan in March 2025 reveals a notable rise in American consumers’ commitment to sustainable purchasing. Nearly 49% of U.S. respondents reported buying at least one environmentally friendly product in the last month, marking a 6% increase since August 2024. #### Key Findings:

• Growing Consumer Demand: The percentage of buyers of sustainable products rose from 43% to 49% within seven months.
• Unmet Potential: Over one-third of consumers expressed a desire to purchase sustainable products but faced barriers such as higher prices, limited product awareness, and poor availability.
• Low Disinterest: Only 15% of surveyed individuals showed no interest in sustainability-focused products.
• Consumer Definition: Sustainable products are primarily identified by recyclable or recycled packaging, credible certifications and labels, and environmentally conscious ingredients or materials.

Implications for Brands:

Despite a politically mixed landscape regarding environmental issues, American consumers continue to prioritize sustainability in their buying choices. This ongoing demand presents a significant opportunity for brands to:

• Enhance accessibility of sustainable offerings.
• Build consumer trust through credible and transparent product information.
• Foster long-term loyalty by aligning with consumers’ environmental and social values.

Brands that effectively address obstacles related to price, availability, and education can capture a larger share of a values-driven market, strengthening their competitive edge in the evolving retail landscape.

About the Survey:

The data is based on responses from over 1,000 Americans collected between March 25-28, 2025, by GlobeScan in partnership with Trellis.

For sustainable brands and stakeholders, these insights underscore the growing appetite for environmental responsibility in everyday purchases. Meeting this demand with authentic and accessible solutions will be key to winning consumer loyalty in 2025 and beyond.

Stay informed: Subscribe to Trellis Briefing for expert case studies, latest trends, and actionable strategies in sustainability delivered conveniently to your inbox.

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.