SB Socio-Cultural Trends Research™️, conducted in partnership with Ipsos, has revealed significant findings including how the intention to live a sustainable lifestyle is now mainstream among U.S. consumers, and that they will reward brands who help them to do so with both brand loyalty and increased purchasing behavior. Brands have the power to meet their growing customer demand with sustainable product innovation, inspiration and education - and they can get there faster by tapping into insights provided by SB’s ongoing research study.
Our latest research delves into consumer attitudes and actions, uncovering what really motivates sustainable behavior and where the biggest challenges lie. By understanding these dynamics, brands and organizations can align their strategies with consumer priorities, building trust and inspiring meaningful change. 
Here’s a sneak peek at what you’ll discover in the highlights report:

1. Navigating Priorities - Consumers today feel overwhelmed by the number of pressing social and environmental issues, with many struggling to know where to focus their efforts. Most see social and environmental challenges as deeply interconnected, emphasizing the need for holistic solutions
2. The Intention-Action Gap - Although consumers express strong intentions to adopt sustainable behaviors, putting these intentions into practice remains challenging—especially in reducing food and water waste and choosing nature-friendly products. While interest in sustainable actions is growing, barriers often prevent follow-through.
3. Motivators and Obstacles - Key drivers like confidence, positive social support, and family alignment encourage sustainable choices. Yet, high costs and lack of knowledge still hold many back, especially older generations, creating opportunities for brands to offer guidance and accessible options.
4. Skepticism Meets Brand Loyalty - Many consumers are eager to switch to sustainable brands, particularly in beauty, food, and apparel, but skepticism is high. Over half suspect companies of “greenwashing,” indicating a critical need for brands to communicate their impact transparently
5. Rethinking Responsibility - Consumers are increasingly looking to governments and companies to lead on sustainability, yet they doubt the actual impact of these efforts. As personal actions feel less sufficient, brands have a unique role in guiding consumers toward impactful choices.

Explore the 2024 SB Socio-Cultural Trends Research Fall highlights report for deeper insights and actionable takeaways to connect with today’s conscious consumers. Download now to understand the motivations, challenges, and opportunities that can help shape your brand’s sustainability journey.

Submit any brand into the 2025 annual study and receive unparalleled insights on customer perception of that brand’s performance. Benchmark how your customers rate your brand on social and environmental sustainability and overall brand trust, while also seeing how your brand compares to others included in the study. 

Submit your brands by January 15, 2025 to be included in this unparalleled sustainability-centric consumer research.  Space is limited and will be filled on a first-come, first-served basis.