The importance of sustainable living is decreasing for many consumers. As other crises continue to overwhelm Americans, they now expect brands to bear the brunt of the climate crisis by providing sustainability solutions that are accessible and convenient. Mintel’s US State of Sustainability Market Report provides you with expert analysis of consumer sustainability behaviours and emerging consumer demands.
Below, we’ve handpicked the key insights analysed in the full report and summarised the core topics.
The much-anticipated Global Outlook on Sustainability: A Consumer Study 2024-25 is now available to order. Covering 10,000 respondents from 10 leading economies, this report gives insights and inspiration on how best to position and position and prioritise your brands’ products. Download your copy today.
Consumers have not completely disregarded sustainability: 38% of US consumers rank sustainable living as an important daily consideration. Small acts of sustainability continue to prevail, with nearly two thirds of US consumers taking reusable bags when shopping. Brands can lean into the idea that small acts of sustainability make a difference as a way to promote further sustainable behaviours among consumers.
As previously mentioned, consumers have high expectations for brands’ sustainability efforts, however, they are also sceptical of brands’ sustainability claims, with over half thinking many companies are just pretending to be sustainable. Brands that are looking to engage consumers through sustainability need to prove their environmental efforts are truly impactful.
Purchase our full report to discover more about US consumers and sustainability behaviours, if you would like to learn more about sustainability on a global scale, take a look at our Global Outlook on Sustainability report.
This report, written by Lisa Dubina, a leading research analyst, delivers in-depth commentary and analysis to highlight current trends in sustainability and add expert context to the numbers.
Stress and concern over non-stop social, political and personal issues has consumers deprioritizing sustainable living. Instead they are placing the onus of addressing the climate crisis on brands, governments and other consumers. As unsustainable behaviors remain more common than sustainable ones, brands should encourage small, incremental steps toward sustainability to inspire continued efforts from overwhelmed consumers.
Lisa Dubina
Associate Director | Culture and Identity
Mintel is the world’s leading market intelligence agency. We show you how consumers think today and tomorrow. As a trusted partner to industry leaders, we deliver game-changing insights to businesses across the globe, fuelling their marketing and innovation strategies that will shape the future.
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Mintel’s 2024-25 Global Outlook on Sustainability: A Consumer Study is designed to help you understand what brands and companies should prioritise in order to educate consumers and ensure...
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Addressing sustainability is key for brands, retailers and the future of fashion. The fashion industry significantly impacts climate change: according to research, it contributes 2-8% of global greenhouse...
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