US: Allbirds unveils a zero carbon shoe: How much do customers care about their carbon footprint?

Allbirds has launched “M0.0NSHOT” - its net zero carbon footwear product. With a sole made from sugarcane and eyelets made from bioplastic (sourced from converted methane) the shoe will debut in spring 2024.

But are people concerned about their carbon footprint?

According to YouGov Profiles - which covers demographic, psychographic, attitudinal and behavioral consumer data - 40% of consumers who have either shopped from Allbirds or would consider doing so and a third of the general US population (33%) agree with the statement that they “don’t care what [their] carbon footprint is.”

But a majority tend to hold the opposite view, with more than half of consumers who have either shopped from Allbirds or would consider doing so (55%) disagreeing with the statement that they “don’t care what [their] carbon footprint is.

Allbirds has accompanied its latest launch with carbon-efficient packaging and transportation by leveraging biofuel-powered ocean shipping and electric trucks. Further, the apparel-company is also open sourcing the toolkit used to create its latest carbon negative product.

Do Allbirds’ audiences feel sustainable practices in retail and production - such as those employed by the brand - make a difference to the environment?

Allbirds’ efforts in sustainably producing its new shoe could pay off in the eyes of its consumers. When asked about whether they feel sustainable practices in retail make a difference in the environment, a significant proportion of this group feel such practices do positively impact the environment.

Profiles data shows that 28% of the respondents who have purchased from Allbirds or would consider doing so feel sustainable retail and production practices make a lot of difference on the environment. In addition, 41% of them feel such practices have some difference on the environment.

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Methodology: YouGov Profiles is based on continuously collected data and rolling surveys, rather than from a single limited questionnaire. Profiles data for the US is nationally representative and weighted by age, gender, education, region, and race. Learn more about Profiles.

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