The new reality of consumer-led sustainability
Sustainability Evolves Into a Personal Well-Being Movement for Younger Generations
While climate concern has declined, other concerns grew from 2024-2025, including natural disasters (+4 points) and over-consumption (+5 points). Additionally, consumers view sustainability through the lens of personal health more often, with rising concerns about chemicals in food (+8 points from 2022-2025) and manufacturing (+7 points). Trust in health-related product claims is high, with 63% of consumers believing them, led by Gen Z and Millennials at 68%.
While enthusiasm for environmental preservation has cooled since its 2021 peak, it remains higher than pre-pandemic levels. For many, sustainability now shows up as a well-being choice rather than an environmental statement. More than a quarter of consumers agree that time in nature improves wellbeing, and 40% of Americans spend time outdoors to manage stress.
The barriers to greener behavior
Barriers to sustainability haven't changed much. They have simply become harder to overcome.
- Economic security is prioritized over environmental concerns by almost half of the US population
- Limited knowledge on sustainable actions is another top barrier
- Time constraints limit nearly a third of American's ability to "go green"
It follows, then, that low-effort, routine behaviors continue to dominate - especially those that have been present in consumers' lives for decades.
This includes energy conservation, water conservation, and recycling. Higher-effort actions are driven by Millennials (with Gen Z following close behind), such as sustainable travel when possible, discussing environmental issues, and researching corporate environmental practices.
What brands should do next
Position sustainable products as a solution to climate and societal challenges.
Climate concerns continue to compete with economic demands, high costs of living, and political tensions, and most consumers will prioritize personal security if forced to choose.
Lead with health benefits where climate messaging falls flat
Consumers who are less concerned about climate change may still be concerned about the health implications of it. Take the opportunity to educate consumers on the connection to boost engagement with sustainable offerings.
Re-engage Gen X and Boomers.
Although Gen Z and Millennials are more strongly associated with sustainable living, older generations are the ones who lead in conservation behaviors.
Be explicit about sustainability features.
Most consumers believe "green" claims on products and consider recyclability an important feature of sustainable products. Additionally, it is crucial to highlight sustainable manufacturing practices, the most important phase for sustainability in the mind of the consumer.
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