Understanding the State of Sustainability Sentiment Among U.S. Consumers

The latest insights from e-commerce firm ESW shed light on the evolving landscape of sustainability sentiment among U.S. consumers compared to their global counterparts. Here’s a breakdown of key findings:

  1. Decreased Concern in the U.S.: Contrary to trends in other nations, data from ESW indicates that the average U.S. consumer is less focused on sustainability in 2024 compared to the previous year. The sustainability sentiment score for U.S. consumers dropped from 51 in 2023 to 49 in 2024.

  2. Global Variance: The survey revealed significant disparities in sustainability sentiment across different countries. While the U.S. ranked below the global average, countries like India, the United Arab Emirates, China, and Mexico exhibited notably higher sustainability scores.

  3. Generational Divide: Millennials and Gen Zers demonstrated higher sustainability sentiment scores compared to older generations like Gen X and Baby Boomers. This suggests that brands targeting younger demographics may find greater success with sustainability appeals.

  4. Category Preferences: Luxury consumers, who often have greater disposable income, showed a stronger inclination towards sustainability. This aligns with the rising popularity of resale platforms offering discounted luxury goods.

  5. Growing Awareness: Despite fluctuations in sentiment, there's a growing awareness of greenwashing among consumers globally. This presents both an opportunity and a challenge for brands, as consumers become more discerning about sustainability claims.

  6. Preference for Sustainable Practices: A significant portion of consumers consider sustainable packaging and shipping options when making virtual purchases. Brands can capitalize on this by enhancing their reputation through recyclable packaging and carbon-neutral shipping solutions.

While U.S. consumers may not exhibit the same level of sustainability sentiment as some other nations, there's a clear trend towards greater awareness and consideration of sustainable practices. Brands that align with these values stand to benefit from a growing market of environmentally conscious consumers.

Source: Sourcing Journal