Whereas the present political surroundings could also be altering in relation to environmental efforts (move the plastic straw, please), a current ballot exhibits demand for sustainable merchandise within the U.S. is powerful—and rising.
When Trellis information companion GlobeScan requested tons of of U.S. customers about their buying habits in March, practically half of Individuals (49 p.c) reported buying an environmentally-friendly product within the final month, up from 43 p.c in August. Over one-third of respondents wished to purchase a sustainable product however have been hindered by components together with worth, restricted consciousness and lack of availability, highlighting a considerable unmet demand. Solely a small minority—15 p.c—expressed no real interest in sustainable merchandise.
What this implies
Regardless of a shifting and generally hostile political local weather, Individuals’ curiosity in sustainability stays resilient. There’s a clear and rising alternative for manufacturers to satisfy client demand by making sustainable merchandise extra accessible and accessible. This demand-driven momentum strengthens the enterprise case for sustainability as customers more and more see {the marketplace} as a technique to specific their environmental and social values. Manufacturers that empower customers with credible and significant sustainable selections will likely be finest positioned to earn client belief, construct loyalty and seize market share.
Primarily based on a survey of greater than 1,000 Individuals carried out March 25—March 28, 2025.
