Americans Unite on Sustainability: How Consumer Choices Drive Change

While national news often emphasizes political divides, a recent study by 3BL and research technology firm Glow highlights a rare point of consensus: sustainability. The report, The Big Thing Americans Agree On, found that in 2024, 56% of U.S. adults considered sustainability important or very important in their daily choices—this included 65% of Gen Z and 64% of millennials.

Conducted in January 2025, the study explores evolving consumer expectations and the increasing influence of sustainability on purchasing habits and brand loyalty. Notably, 69% of Americans believe that when consumers prioritize socially responsible brands, it encourages other companies to adopt more ethical practices. Among those expecting their sustainability-related actions to change in the next four years, 85% predict they will become somewhat or significantly more committed to sustainable living.

Key Takeaways:

• Consumers believe their purchasing decisions can impact corporate environmental and social responsibility.
• A growing number of people expect sustainability to play a larger role in their choices.
• Supporting ethical brands is seen as a way to inspire broader corporate change.

As interest in sustainability continues to rise, businesses face increasing pressure to align with consumer values. While many Americans advocate for government-led sustainability initiatives, they have even greater confidence in their own ability to drive meaningful change through their purchasing power.

Click here to access the full report.