Who’s buying eco-labeling and who isn’t?​

As of March 2022, more than 175 million US adults say they prefer brands that are sustainable. But does that necessarily mean they believe brands that say they are sustainable?

This consumer framework equips market researchers and advertisers with an overview of the opportunities and potential risks involved with eco-labeling, segmenting US adults based on their preference for sustainable brands and their skepticism toward sustainable packaging.​

Analyzing data from YouGov Profiles, this consumer framework ultimately answers one question: who's buying eco-labeling, and who isn't? Okay, two questions.