1、U S/Research RealityWhos winning with sustainable Americans?Sustainability report&rankings 2025US sustainability report&rankings 2025201Introduction:Sustainability in 202502Sustainability segmentation methodology and insights03Planet Protectors vs Green Rejectors04Industry-level sustainability trend
2、s05Brands preferred by Planet Protectors and Green Rejectors overall06Brands preferred by Planet Protectors and Green Rejectors by sectorContents3US sustainability report&rankings 2025IntroductionWith the Trump administrations rollback of government-mandated environmental protections,are US consumer
3、s also shifting their stance on sustainability?And how committed are they really to buying sustainable products amid the impacts of tariffs and rising prices?This report analyzes five distinct consumer segments who differ in behavior based on their attitudes toward sustainability,identifying key dem
4、ographic groups and trending attitudes.We also highlight differences in purchas consideration across 2,000+differerent brands tracked in YouGov BrandIndex.73%I think products that are better for the planet are usually more expensiveUS gen pop38%YouGov Profiles:April 2025(n 53,000)Green products are
5、just a way for the government to make more money57%Climate change is the biggest threat to civilizationUS sustainability report&rankings 20254Most Americans(55%)believe sustainability efforts are losing momentumYouGov Surveys:Self-serve.April 25,2025.(US gen pop:n 1,000).Data re-weighted after remov
6、ing Dont know responses.16%29%55%In 2025,do you think efforts to promote environmental sustainability in the US are:(%US gen pop)Gaining momentumNeither gaining nor losingmomentumLosing momentum5Consumers say they are the least responsible for environmental sustainability,but are doing the mostYouGo
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