Understanding Consumer Sustainability: Key Insights from SB’s Socio-Cultural Trends Research™
Connect with Today’s Conscious Consumers More Effectively
The SB Socio-Cultural Trends Research™, conducted in partnership with Ipsos, reveals timely insights into how different consumer segments perceive and prioritize sustainability, and how brands can most effectively engage them.
The Spring 2025 report explores evolving consumer attitudes and behaviors, highlighting what actions people believe are most impactful and where the cultural and political environment may be having an effect. By understanding these dynamics, brands and organizations can align their strategies with consumer priorities, building trust and inspiring meaningful change.
Inside the Highlights Report:
- Navigating the Current Climate
People feel a consistently high level of personal risk from severe weather events; in the current cultural climate, they are also reducing the pressure on themselves to engage in sustainable behaviors. However, this does not significantly reduce their propensity to use their shopping choices to drive change. - Targeting the Brand Switchers
The “Discerning Realist” segment is considerably more open to switching brands for one that is more sustainable; 74% of this segment said that in the past six months, they had already switched a brand they usually buy from because another one was more environmentally and/or socially responsible. This report includes key principles for appealing to this consumer segment. - Gen Z’s Wider-than-Average Intention-Action Gap
Gen Z shows a strong desire to act sustainably—yet the greatest gap between intention and follow-through. Still, Gen Z and Millennials lead the way on several high-impact but under-adopted behaviors, specifically “Eat More Plants,” “Choose Nature-Friendly,” “Support Women & Girls,” “Expand Equity & Opportunity,” and “Show Up.” For marketers, this presents both a signal of a receptive audience as well as a challenge for making campaigns that will successfully engage this demographic. - Consumers Still Look to Brands for Transparency and Sharing of Sustainability Progress
80% of US respondents say it is important for companies to share their sustainability efforts with their customers; this has remained steady from 2024. The trend persists across demographics and most segments, highlighting the importance of avoiding “greenhush” even in a challenging political environment.
Download the Spring 2025 Highlights Report
Discover fresh, actionable insights to build trust, shift behaviors, and spark positive change. This highlights document is a preview of our full research, available exclusively to the SB Member Network. For more information on joining the SB Member Network, contact us at engage@sustainablebrands.com.