Three Key Takeaways
- Consumer demand for environmentally friendly products remains strong. Nearly half of Americans say they purchased an environmentally friendly product in the last month, with a six-point increase since before the US election.
- There is significant unmet demand, as over one-third of consumers say they wanted to buy sustainable products but could not access them.
- Brands offering accessible, credible, and sustainable options can win long-term loyalty from values-driven consumers.
In our four decades of work, we have rarely seen such widespread uncertainty and instability in the operating environment – a reality that many professionals are faced with today. In boardrooms around the world, leaders are asking: what’s truly changed, and what remains constant? To help answer this, we conducted a flash poll of 1,004 US consumers from March 25th to 28th, 2025, updating key consumer indicators last measured in the summer of 2024.
GlobeScan’s research reveals a strong and growing demand for sustainable products in the US market. Nearly half of Americans (49%) report purchasing an environmentally friendly product in the last month, up from 43 percent in August 2024. Over one-third (36%) wanted to buy a sustainable product but were hindered by factors like price, limited awareness, and lack of availability, highlighting a substantial unmet demand. Only a small minority (15%) express no interest in sustainable products, underscoring their widespread appeal.
WHAT DOES THIS MEAN?
Despite a shifting and sometimes hostile political climate, Americans’ interest in sustainability remains resilient. There is a clear and growing opportunity for brands to meet consumer values by making sustainable products more available and accessible. This demand-driven momentum strengthens the business case for sustainability as consumers increasingly see the marketplace as a way to express their environmental and social values. Brands that empower consumers with credible and meaningful sustainable choices will be best positioned to earn consumer trust, build loyalty, and capture market share.
For a timely snapshot of how American views on sustainability may be shifting – and just as importantly, where they remain steady – please read our new report: Sustainability in the USA: What Consumers Think and Expect in 2025. As companies navigate increasingly complex expectations, these insights offer a valuable guide to what truly matters to the American public today.
Survey Question: Have you bought an environmentally friendly product in the past month? Would you have liked to buy a product that was environmentally responsible if you could have?
Source: GlobeScan Sustainability in the USA: What Consumers Think and Expect in 2025 report (survey of 1,004 Americans in the general public, March 25th ‒ 28th, 2025)
