What Proportion of Customers Care About Sustainability?
Round 79% of shoppers globally categorical concern about environmental sustainability, in keeping with Bain & Firm’s 2025 survey. That determine has declined from 90% in 2023, however the decline is healthier defined by competing priorities (value of residing, geopolitical uncertainty) than by waning curiosity, as a result of 4 out of 5 shoppers nonetheless care and 80% consider their particular person decisions make a distinction.
Are Customers Keen to Pay Extra for Sustainable Merchandise?
Most surveys discover a majority of shoppers say they’re prepared to pay some premium, with PwC’s 2024 survey discovering shoppers prepared to pay a median of 9.7% extra and Bain discovering US shoppers stating willingness to pay as much as 13% extra.
Said willingness and buying conduct don’t all the time align although, as a result of value, comfort, and behavior nonetheless drive most choices on the checkout, and the value premium for sustainable merchandise has been narrowing (from 39% in 2018 to 27% in NYU Stern’s newest information) which ought to assist shut this hole over time.
What Is the Largest Barrier to Sustainable Purchasing?
Price is persistently the primary barrier throughout surveys, with 55-65% of respondents in Sustainable Jungle’s information citing worth as the first barrier throughout all 4 years of our survey.
Greenwashing concern is now the second-largest barrier (43%) and rising quick. Youthful shoppers really feel the fee barrier extra acutely, with 73% of 26-to-35-year-olds citing value in comparison with simply 40% of respondents over 66.
Do Gen Z Customers Care Extra About Sustainability?
Deloitte’s 2025 Gen Z and Millennial Survey discovered that 65% of Gen Z and 63% of Millennials are prepared to pay extra for sustainable merchandise, and about 25% have already researched an organization’s environmental influence earlier than shopping for.
Curiously although, Bain’s 2025 information discovered that Boomers have added extra new sustainable habits than Gen Z over the past three years, pushed by their relative wealth and suppleness. The sample is much less “Gen Z cares extra” and extra that Gen Z cares in another way, with a stronger emphasis on model authenticity and willingness to pay a premium.
Is the Sustainable Merchandise Market Rising?
Sure! Sustainability-marketed merchandise now maintain 25.4% of US CPG market share, up from round 17% a couple of years in the past, and are rising almost 5 instances sooner than standard merchandise (10.9% vs 2.2% five-year CAGR) in keeping with NYU Stern’s 2025 Sustainable Market Share Index.
How Huge Is the Greenwashing Downside?
In Sustainable Jungle’s shopper surveys, greenwashing concern grew fivefold between 2022 and 2025 (from 8% to 43%), making it the second-largest barrier to sustainable buying after value.
NielsenIQ discovered that 77% of shoppers would cease shopping for from an organization caught greenwashing, and Capgemini’s 2025 report discovered that 62% of shoppers consider corporations are greenwashing. In the meantime, 85% of corporations maintained or expanded their sustainability packages however solely 16% mentioned so publicly, making a irritating cycle the place the manufacturers doing the work simply aren’t speaking about it.
The place Can I Discover Manufacturers That Are Verified as Sustainable?
Third-party certifications like Truthful Commerce, GOTS, B Corp, and OEKO-TEX are good beginning factors, and Sustainable Jungle’s model evaluation charges manufacturers throughout 22 sustainability standards in 4 pillars (Nature & Animals, Communities & Wellbeing, Values & Governance, and Product Efficiency) to supply unbiased assessments. You could find rated manufacturers in our sustainable brand directory (filtered for “rated”).
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