Nearly Half of U.S. Consumers Buy Sustainable Products: Survey Insights
A recent survey conducted by GlobeScan in partnership with Trellis reveals that nearly 49% of American consumers purchased at least one environmentally-friendly product in the past month, marking a 6% increase since August 2024. The survey, held in March 2025 with over 1,000 respondents, highlights a robust and growing demand for sustainable goods across the U.S.
Key Findings:
- Strong Consumer Demand: Almost half of U.S. consumers actively buy sustainable products, indicating rising awareness and preference for eco-friendly options.
- Unmet Demand: Over one-third of participants expressed a desire to purchase sustainable products but faced barriers such as high prices, limited product availability, and lack of awareness.
- Low Disinterest: Only 15% of respondents reported no interest in environmentally-friendly products, underscoring broad market openness.
- Consumer Definitions: Buyers identify sustainable products typically through recycled or recyclable packaging, official certifications or labels, and the use of sustainable materials and ingredients.
Market Implications
Despite political shifts and controversies around environmental policies, consumer interest in sustainability remains resilient. This signals a lucrative opportunity for brands to expand their sustainability offerings and overcome existing obstacles like pricing and access. Companies that provide credible, accessible, and transparent sustainable products are positioned to build lasting consumer trust and loyalty, effectively capturing a growing segment of values-driven shoppers.
Final Thoughts
The momentum for sustainability-driven purchasing is strengthening, reflecting consumers’ increasing use of the marketplace as a platform to express environmental and social values. For businesses in retail and consumer goods, integrating sustainability authentically can drive competitive advantage and long-term growth.
Survey Details: Conducted March 25-28, 2025, with 1,000+ U.S. adults
Source: Trellis, GlobeScan
Author: Tove Malmqvist, GlobeScan Radar Program Manager
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