While three-quarters of consumers say they want sustainable products, when it’s time to actually buy, they’re not willing to fork over the cash.
That’s the finding of the new Conscious Consumer Report from Public Inc. and Ipsos, which surveyed more than 3,000 consumers in the United States and Canada. The survey found that while 75 percent of consumers say they prefer sustainable products, only 38 percent actually end up buying those items when it’s time to check out.
If sustainable purchases aligned with consumer intentions, conscious consumerism would account for more than 70 percent of all buying, and that’s clearly not today’s reality. One of the big reasons behind the disparity between ambition and action is consumer confusion over products’ sustainability claims, the report asserted. Nearly 49 percent of consumers reported abandoning products due to unclear or misleading sustainability messaging, and that rate rises to 87 percent among shoppers most committed to conscious purchasing.
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“Brands are falling short,” said Phillip Haid, CEO and founder of Public Inc. “To drive conscious consumerism, we need to simplify sustainability claims and focus on immediate, personal benefits, rather than overwhelming consumers with distant, aspirational messages. Despite claims that ‘DEI is dead‘ amid political pushback, consumers continue to make choices based on their values.”
The study segmented consumers into five distinct groups based on their frequency of values-based purchases, ranging from “Sustainability Stewards” who made 16 to 20 values-based purchases out of 20 accounted for 9 percent of respondents, to “Apathetic Actors” who made 0 value-based purchases and accounted for 31 percent of respondents (the largest contingent).
With boycotts of certain brands and retailers due to their stance on issues such as diversity, equity and inclusion (DEI) becoming more prevalent, 55 percent of respondents said they would change purchase behaviors for social or ethical reasons. And 50 percent said they would do so over environmental concerns.
Those consumers are willing to pay for products that line up with their ideals, too. According to the survey, 58 percent of respondents would pay more for products that are ethical and sustainable.
To bridge the gap between consumer intention and behavior regarding sustainable spending, the report suggested brands change their approach to sustainability and the messaging around it. Strategies such as using clear and simple language, focusing on direct consumer benefits and linking impact claims to product effectiveness, safety and durability go a long way toward converting consumers.
“Our data shows that consumers respond better to clear, straightforward language that emphasizes how sustainable products improve their lives today, not just in the future,” said Caleigh Farrell, vice president of research at Public Inc. “If we, as marketers and business leaders, keep ignoring the reality that consumers act in their own self-interest, we will stall the growth of the sustainable economy—right when we need it most to tackle the staggering crises facing humanity.”
Ultimately, Haid said that brands need to be straightforward and transparent about their sustainability claims while personalizing that messaging to speak directly to consumers and their needs.
“The future of business lies in balancing profit with purpose,” he said. “Authenticity and responsibility resonate with consumers, and this shift is not just ethical—it’s strategic. Companies that align with societal values and imagine a better world will thrive.”
