US consumers are growing increasingly pessimistic about their ability to save the planet, reveals the latest study by Mintel.
The Global Outlook on Sustainability report highlights a growing crisis in eco-confidence, as fewer consumers believe there is still time to save the planet. In the US, only 40% agree, down from 50% in 2021, with a global decline from 55% to 48%. Consumers are also losing faith in their ability to positively impact the environment, with just 47% globally and 45% in the US feeling their actions make a difference—both showing declines since 2021.
The report also reveals a rise in US “climate denial,” with only 39% acknowledging the country’s role in climate change, down from 46%. However, extreme weather events have led to more personal action, with 49% now saying they are doing more to protect the environment, up from 43% in 2021.
Eco-activists are increasingly seen as valuable educators, with 43% of US consumers crediting them for raising environmental awareness, up from 36% in 2023. Meanwhile, 35% of global consumers, and 31% in the US, distrust companies’ claims about their environmental impact. What can brands do to turn the tide?
Richard Cope, Senior Trends Consultant at Mintel Consulting, suggests brands can leverage clear communication and measurable metrics to encourage more sustainable consumer choices. According to research, the most influential on-pack sustainability label for consumers is a simple rating system, like Nutriscore, that displays the environmental impact of a product (e.g., a 1-5 scale or color coding), with 29% of Americans and 30% of global consumers favuoring this approach. This single label could help consumers navigate the overwhelming array of organic, fair trade, and other competing claims.
The second most popular label highlights the product’s impact on people, such as the number of farmers lifted out of poverty, chosen by 27% of both American and global consumers. This indicates a growing demand for climate solutions that are humanised.