What's happening:
In the ongoing conversation around sustainability, people increasingly believe that both corporations and individuals share the responsibility for addressing climate change. While businesses face growing pressure to reduce their environmental footprint, individuals are also expected to make eco-conscious choices in their daily lives. This balance between corporate responsibility and personal accountability is shaping how consumers view the role of brands and their trust in corporate sustainability efforts. As the climate crisis intensifies, this shared responsibility becomes even more critical, making it a central topic in today's environmental discourse.
What we found:
- The majority (62%) of respondents are very or extremely concerned about climate change and its impact on the environment. Millennials hold the highest degree of concern at 72%.
- When it comes to whose actions can have the largest impact on combating climate change, respondents feel it is mostly up to corporations (31%) or both corporations and individuals equally (39%).
- Companies that commit to sustainable practices are more appealing to consumers, as 70% report that how a company handles its environmental impact influences their purchase decisions.
- But they’re not always willing to trade off other aspects for a more sustainable product. When asked what they would trade for sustainability, no more than 27% said it overrides things like cost, durability, effectiveness, or accessibility.
Why it matters:
For brands and manufacturers, these insights underscore the importance of demonstrating a genuine commitment to sustainability. Consumers increasingly expect businesses to share responsibility in the fight against climate change and not just leave it up to the individual to tackle it alone. This shared accountability presents a unique opportunity for companies to build trust and loyalty by showing they are not only profit-driven but also purpose-driven.
To best align with consumer values, brands must position themselves as genuine partners in sustainability, not just by reducing their own environmental footprint but by helping consumers feel their choices matter. Marketing campaigns that highlight a brand’s sustainability initiatives, while also encouraging individual actions, can resonate more deeply. This shared responsibility creates opportunities for brands to differentiate themselves by showcasing their commitment to the environment, driving trust and loyalty among eco-minded consumers.
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