Survey: Nearly half of U.S. consumers say they buy sustainable products

While the current political environment may be changing when it comes to environmental efforts (pass the plastic straw, please), a recent poll shows demand for sustainable products in the U.S. is strong—and growing.

When Trellis data partner GlobeScan asked hundreds of U.S. consumers about their purchasing habits in March, nearly half of Americans (49 percent) reported purchasing an environmentally-friendly product in the last month, up from 43 percent in August. Over one-third of respondents wanted to buy a sustainable product but were hindered by factors including price, limited awareness and lack of availability, highlighting a substantial unmet demand. Only a small minority—15 percent—expressed no interest in sustainable products. (Previous GlobeScan research shows U.S. consumers identify sustainable products by recycled/recyclable packaging, certifications or labels and the materials and ingredients in the product.)

What this means

Despite a shifting and sometimes hostile political climate, Americans’ interest in sustainability remains resilient. There is a clear and growing opportunity for brands to meet consumer demand by making sustainable products more available and accessible. This demand-driven momentum strengthens the business case for sustainability as consumers increasingly see the marketplace as a way to express their environmental and social values. Brands that empower consumers with credible and meaningful sustainable choices will be best positioned to earn consumer trust, build loyalty and capture market share.

Based on a survey of more than 1,000 Americans conducted March 25—March 28, 2025.

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