Sustainability is now mainstream and it’s affecting purchase behavior. Every year we ask Americans if they’ve ever intentionally purchased or not purchased a product or service based on the social or environmental record of the manufacturer. We then ask everyone who says “yes” to name the brand. Those who say “yes” and can give an example of a brand unaided? We call them shoptivists. But who are these “shoptivists?” Our latest report answers this question with three distinct consumer profiles,...

Americans are putting their wallets where their values are. They buy brands (or those brands’ competitors) based not just on corporate behavior, but on how that behavior is perceived.   Everyone has a voice today, and the court of public opinion never rests. Just as your good deeds are a great way to earn consumers’ loyalty, your missteps can lose their favor even faster.   So how do you protect your bottom line and safeguard your reputation, all while making...

Before COVID-19, 41% of Americans wanted to be seen as someone who buys green products, and many could cite an example of a brand they’d purchased (or not purchased) because of the environmental record of the manufacturer. Now, in the middle of the pandemic, the numbers have dropped dramatically. The big question is, what does this mean for engaging Americans in their number one green activity: recycling? Another question is, what does it mean for companies’ sustainability brand? Our latest...