Embracing Sustainability: How Nearly Half of U.S. Consumers Choose Eco-Friendly Products

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

A recent survey conducted by GlobeScan in March 2025 highlights a robust and growing demand for sustainable products among U.S. consumers. Key findings include:

• 49% of Americans reported buying at least one environmentally friendly product in the past month, marking a 6% increase since August 2024.
• Despite strong interest, over one-third of consumers wanted to buy sustainable products but faced barriers such as higher prices, limited availability, and lack of awareness.
• Only 15% of respondents showed no interest in sustainable products.

Defining Sustainable Products

Consumers typically identify sustainable products based on attributes like recycled or recyclable packaging, official certifications or labels, and environmentally friendly materials and ingredients.

Implications for Brands

The data suggests that sustainability preferences among consumers persist despite political challenges affecting environmental policies. Brands have a significant opportunity to capture market share by:

• Offering accessible, affordable, and credible sustainable options.
• Enhancing consumer trust and loyalty through transparent and meaningful sustainability claims.
• Meeting the unmet demand to foster long-term consumer relationships rooted in shared environmental and social values.

Survey Details

This survey involved over 1,000 American consumers between March 25-28, 2025, providing valuable insights into current purchasing behaviors and trends in sustainability.

About the Research Partner:
Tove Malmqvist manages GlobeScan’s Radar research program, specializing in sustainability issues and reputation management.

For businesses and sustainability leaders, these findings underscore the importance of integrating credible sustainability into product development and marketing strategies to align with consumer values and drive growth.

Source: Trellis, GlobeScan Survey (March 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.