December 5, 2024: BSI research into nearly 10,000 consumers globally highlights a growing willingness among Americans to prioritize sustainability in their shopping habits, with over half (58%) prepared to make more environmentally conscious purchasing decisions. However, the key to more widespread adoption will be overcoming uncertainty around brand claims and questions over the availability of sustainable options.
The sustainability survey, published in full in the US for the first time this week by BSI, the business standards and improvement company, reveals that water efficiency is particularly valued by US consumers. Over two-thirds (68%) prefer to buy food or beverages from brands demonstrating clear action on water efficiency, even at a higher price point. Similarly, 65% are more likely to choose clothing made from sustainable, less water-intensive materials — such as organic or recycled cotton — if these products are available.
Yet, US consumers face challenges in navigating sustainability claims. While 56% actively seek out environmental claims when shopping, and two-thirds report confidence in spotting misleading claims, fewer than half (43%) understand the term "greenwashing."
Brands acting transparently and consistently on their environmental claims prove vital for fostering consumer confidence. The data shows that a significant majority (65%) want clear and accessible information about a product’s environmental footprint, and 69% are keen to understand a brand’s water usage during the production of goods. Brands that verify their claims through evidence or certifications are better positioned to gain consumers trust, with 76% of respondents stating they are more likely to purchase from companies that can verify their environmental credentials, particularly through certifications such as ISO 14001.
U.S. consumers are also showing strong support for circular economy practices. Nearly three-quarters (72%) expressed a willingness to buy remanufactured products, such as laptops, provided quality is guaranteed, but more (75%) would like brands to offer additional repair and repurposing options.
Todd Redwood, Global Managing Director, Consumer, Food and Retail, BSI said: “Although U.S. consumers are increasingly ready to adopt sustainable shopping behaviors, our findings underline the importance of brands acting transparently and consistently on green claims. A lack of awareness could add complexity to the decision-making process or potentially erode consumer trust. Companies that provide transparent, verifiable information and broaden their sustainable product offerings stand to not only earn the trust and loyalty of their US consumers but help foster a more sustainable shopping culture throughout the country.”
Notes to editors
BSI commissioned Burson to carry out a poll of 9,396 adults in nine countries in Q3 2024, covering the UK, US, France, Germany, the Netherlands, China, Japan, India and Australia. Data is specific to the US unless otherwise sited.
BSI is a business improvement and standards company that partners with more than 77,500 clients globally across multiple industry sectors. BSI provides organizations with the confidence to grow by working with them to tackle society’s critical issues – from climate change to building trust in AI and everything in between - to accelerate progress towards a fair society and a sustainable world.
For over a century BSI has been recognized for having a positive impact on organizations and society, building trust and enhancing lives. Today BSI engages with a 15,000 strong global community of experts, industry and consumer groups, organizations and governments to deliver on its purpose by helping its clients fulfil theirs.
