Profile Peek: Sustainable Shoppers in America

Retail shoppers have started to focus more on sustainable products and increasingly make purchases with the environment in mind. As consumers adopt sustainable behaviors in a post-pandemic world, brands have the opportunity to interact with their consumers over a shared interest.

Using YouGov Profiles, a proprietary audience profiling and segmentation platform collecting data on 400,000 variables from 350,000 panelists, marketers and researchers can get a deeper understanding of sustainable shopping in America.

Our latest Profile Peek sheds light on key demographic, attitudinal and, behavioral patterns of retail shoppers in the US who are open to getting involved in social issues, and shares insights on the food, household, and retail brands these shoppers are considering buying from.

The data represents how “sustainability in retail” is one of the top issues for retail shoppers in America. More than four in five say they don’t mind paying extra for products that are good for the environment (82% vs 58% of the general US population). The audience also has a vested interest in social causes and this affects their purchase patterns – 59% have permanently boycotted goods or services from a company because they conduct their business in an unethical manner, compared to 37% of Americans.

The Profile Peek gives brand researchers and advertisers quick and actionable insights into a niche subsection of sustainable shoppers who subscribe to and take notice of online newsletters from brands and demonstrates how they make an effort to buy fair trade products.

The free Profile Peek also provides a unique perception of their shopping and behavioral choices, including:

• Demographics
• Their social beliefs & attitudes
• The food, household, and retail brands that impress them most
• Their media consumption habits

Download the full Profile Peek to discover more about sustainable shoppers in America.