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Do consumers care about sustainability?

To find the answer, we have collected data from various studies and research to find out what percentage of consumers care about sustainability.

Based on the data we collected, we calculated that, on average, 65% of consumers care about sustainability. This number is the average of 8 different studies and reports

All Studies and Reports Facts:

  1. 78% of US consumers value sustainability (NielsenIQ study).
  2. 37% of buyers consider environmental sustainability (KPMG Winter Consumer Pulse Survey).
  3. 66% of all respondents and 75% of millennials consider sustainability when buying. (McKinsey & Co).
  4. 75% of Americans worry about product environmental impact. (sustainablebrands)
  5. 77% of Americans worry about the environmental impact.  products they buy. (National Association of Convenience Stores).
  6. 55% will pay more for eco-friendly brands. (theroundup)
  7. 72% of respondents bought more eco-friendly products than five years ago. (businessnewsdaily).
  8. 60 percent of global consumers consider sustainability when buying (Simon-Kucher & Partners).

Why compile this data?

The reason we compiled the data is because we want to know how many consumers care about sustainability. 

Understanding whether and how consumers care about sustainability is vital for companies to remain competitive, operate effectively, and contribute positively to society and the environment. 

Not only is it a strategic necessity, but it also aligns with our moral obligation to safeguard our planet for future generations.

Consumer Attitudes Towards Sustainability

Consumer attitudes towards sustainability have evolved in recent years, with a growing number of consumers expressing concern for the environment and a willingness to make more sustainable choices. Key findings from various studies include:

  • In a 2020 McKinsey US consumer survey, more than 60% of people said they would pay more for a product that came in packaging that was better for the environment.
  • A NielsenIQ study found that 78% of US consumers care about living in a way that is good for the environment.
  • But there is a difference between what consumers say they want and what they actually buy. In one survey, 65% of people said they wanted to buy brands with a purpose and a focus on sustainability, but only 26% did so.
  • According to Deloitte’s research, consumers are increasingly making conscious decisions with sustainability and the environment in mind, but more needs to be done to improve access to information and offer more affordable and accessible sustainable options.
  • A recent study found that more than a third of consumers around the world are willing to pay more for sustainable products, and that 85% of consumers have become “greener” in their buying habits over the past few years.
  • Different generations, countries, and industries have different views on how consumers feel about sustainability.
  • When it comes to sustainability, consumers and corporations are becoming less and less likely to trust each other. Only 38% of US consumers surveyed tend to believe corporations when they say they are truly committed to protecting the environment.

These findings suggest that while consumers are increasingly concerned about sustainability and willing to make more sustainable choices, there are still barriers to overcome, such as access to information, affordability, and trust in corporate sustainability claims. 

Companies that want to nudge consumers toward sustainable purchasing and behavior should consider removing these barriers and better communicating their sustainability efforts.

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