May 30th, 2024, Janice Fernandes
As World Environment Day approaches, YouGov data offers valuable insights into consumer attitudes and behaviors regarding sustainability in the US. The data indicates a complex picture, revealing both a growing commitment to eco-friendly practices and significant challenges that consumers feel need to be addressed.
1. 27% of Americans are willing to invest more in products that favor sustainability
A quarter of Americans (27%), identifying as 'Planet Protectors,' show a strong commitment to environmental issues. This group is willing to spend more on sustainable products, driven by their dedication to environmental health.
2. 19% of Americans value sustainability but are heavily influenced by product pricing
The 'Price Point Green' group, comprising 19% of the population, values sustainability but is significantly influenced by product pricing. Additionally, the perception that eco-friendly products are more expensive, held by 73% of consumers, explains why sustainable shopping has not yet become a majority choice.
3. 12% of Americans are ‘green when keen’
The 'Green When Keen' segment, though smaller at 12%, adopts a more casual approach to eco-consciousness. They support sustainability when it is convenient or aligns with their lifestyle, indicating a growing, albeit partial, integration of eco-consciousness into daily life.
4. 19% of Americans are unconcerned about sustainability initiatives
One in five Americans, labeled as ‘On the Green Fence’, show little concern for climate change or sustainability initiatives (19%). This group presents a challenge to businesses and policymakers striving to expand the appeal of sustainable practices.
5. 32% of US consumers only somewhat trust sustainability logos
Trust in sustainability logos is relatively low among US consumers. Only 5% of Americans say they completely trust a product’s sustainability logo, the lowest trust level in a 17-market survey. Moreover, roughly 19% of consumers do not trust these logos at all, highlighting skepticism towards eco-labels.
6. 53% of American consumers are willing to pay up to 10% more for sustainable packaged foods and drinks
Americans are willing to pay more for sustainability, but with some caveats. Roughly half of all consumers say they'd pay up to 10% extra for meats and fresh produce (49%) and 26% are willing to pay up to 25% more.
This willingness to pay a ‘green’ premium extends to other areas as well. Products like sustainable fitness equipment, gaming consoles and cars are not far behind with more than two-fifths of Americans saying they are willing to pay up to 10% more for these products (45%, 46%, and 47% respectively). Interestingly, younger generations seem more open to paying a premium for eco-friendly products.
7. 44% of Americans plan on utilizing reusable bags, containers, and water bottles
Many Americans are planning to adopt more sustainable practices in the next 12 months. For instance, roughly two-fifths of Americans (39%) say they aim to minimize food waste in their households. Additionally, 30% plan to conserve water, and 28% show a strong interest in reducing single-use plastic consumption. Other habits include choosing sustainable products (23%) and composting organic waste (16%).
Read more about the top eco-conscious habits American households will undertake in 2024
8. Industry efforts in minimizing environment impact
Americans generally believe industries are not doing enough to minimize their environmental impact. Only 17% think financial service providers are making sufficient efforts, compared to 38% who disagree. Similar sentiments apply to banks (20% vs. 36%), tech companies (18% vs. 45%), hospitals and health services (25% vs. 34%). The airline industry faces the most criticism, with 49% saying they are not doing enough to address environmental concerns.
9. Tesla emerges as a clear frontrunner in the quest for sustainable transportation
Tesla garners significant recognition, with 24% of Planet Protectors and 23% of all US adults viewing it as a leader in environmental efforts. Over a fifth (22%) of Planet Protectors recognize Toyota's efforts. And while this figure drops to 16% among all US adults, Toyota still ranks second among all other car brands. Other car brands recognized for their sustainability efforts include Honda, Ford, and Chevrolet.
10. 80% of travelers express an interest in discounts or loyalty points for making eco-friendly travel choices
A recent YouGov survey reveals substantial interest in eco-friendly travel incentives. More than two-thirds of US travelers (69%) say that environmental practices are important when choosing travel options. Younger travelers, especially those aged 18-34, show greater enthusiasm, with 85% considering sustainability important compared to 59% of those aged 55 and over.
Read more to know which types of personalized sustainable travel recommendations would travelers value most from a travel provider.
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