Conscious consumerism accounts for 38% purchases in US, Canada: Report

Fibre2Fashion

27-04-2025

Despite nearly 76 per cent of consumers claiming they want to support sustainable brands, conscious consumerism only accounts for 38 per cent of purchases, pointing to the 'say-do gap' that businesses must address to drive growth in the sustainable economy, as per a new report based on a survey of consumers in the US and Canada that highlights a significant gap between consumers' desire for sustainable products and their actual purchasing behaviour.
The Conscious Consumer Report, released by Public Inc with support from Ipsos, identifies confusing sustainability claims as the primary barrier to conscious consumerism - shopping according to one's beliefs and values. Nearly 49 per cent of all consumers have abandoned products due to unclear or misleading sustainability messages—a number that rises to a staggering 87 per cent among the most committed conscious consumers.
"Brands are falling short," said Phillip Haid, CEO and founder of Public Inc . "To drive conscious consumerism, we need to simplify sustainability claims and focus on immediate, personal benefits, rather than overwhelming consumers with distant, aspirational messages. Despite claims that 'DEI is dead' amid political pushback, consumers continue to make choices based on their values. The future of business lies in balancing profit with purpose. Authenticity and responsibility resonate with consumers, and this shift is not just ethical—it's strategic. Companies that align with societal values and imagine a better world will thrive."
A new report by Public Inc and Ipsos has revealed a major 'say-do' gap in sustainable shopping in US and Canada: 76 per cent of consumers identify as conscious shoppers, but only 38 per cent of purchases reflect those values. Confusing sustainability claims deter nearly half of buyers. The report urges brands to use clear, benefit-driven messaging to bridge this gap.
Over half of consumers (55 per cent) said they're likely to change their buying behaviour for ethical or social reasons in the next year, a trend reflected in ongoing boycotts across North America. Yet, nearly 49 per cent—and 87 per cent of highly conscious consumers—abandon purchases due to confusing sustainability claims. While 76 per cent identify as conscious shoppers, only 38 per cent of their purchases reflect those values, revealing a significant 'say-do' gap. Consumers are more responsive to immediate, personal benefits—like durability or health—than abstract, long-term promises.
To close this gap, brands must simplify sustainability messaging and highlight direct benefits. Clear language (e.g., reduce your energy costs) is more effective than technical terms. Impact claims should focus on how products improve daily life, emphasising performance, safety, and tangible value. Even less-engaged consumers respond to relatable cues like local sourcing and clean ingredients. By tailoring messages to real consumer needs, brands can drive growth and foster deeper loyalty in the sustainable economy.
'Our data shows that consumers respond better to clear, straightforward language that emphasises how sustainable products improve their lives today, not just in the future,' said Caleigh Farrell, vice president of Research, Public Inc . 'If we, as marketers and business leaders, keep ignoring the reality that consumers act in their own self-interest, we will stall the growth of the sustainable economy—right when we need it most to tackle the staggering crisis facing humanity.'
The report is based on a 2024 survey conducted by Ipsos with over 3,000 consumers in the US and Canada. The survey, which took place from July 11-24, 2024, was nationally representative, including 1,510 consumers in the US and 1,508 in Canada. Ipsos Bayes Net (IBN) analysis and MaxDiff scaling were used to derive insights.
Fibre2Fashion News Desk (RR)