A recent global study by Mintel paints a concerning picture of declining eco-confidence among US consumers. The report, titled ‘Global Outlook on Sustainability,’ reveals a sharp drop in the number of Americans who believe we can still save the planet. This figure has plummeted ten percentage points, from 50% in 2021 to 40% in 2024. The global average has also declined, albeit at a slightly lower rate, from 55% to 48%.
Furthermore, consumers are losing faith in their individual ability to make a difference. While 51% of global consumers believed their actions could positively impact the environment in 2021, that number has shrunk to 47% in 2024. In the US, the decline is even more pronounced, with only 45% of consumers believing their behavior can make a positive difference in the environment, down from 48% in 2021.
The study also highlights a concerning trend in American attitudes towards climate change. Only 39% of US consumers believe the country is contributing to climate change, a significant drop from 46% in 2021. This signifies a growing disconnect between scientific evidence and public perception, potentially fueled by misinformation and political polarization.
However, the report isn’t all doom and gloom. It also reveals a positive shift in consumer behavior. As extreme weather events become more frequent and severe, more Americans are taking personal action to protect the environment. The number of consumers who say they are doing more to protect the environment has increased from 43% in 2021 to 49% in 2024.
Eco-activists are also playing a crucial role in raising awareness about environmental issues. The study reveals that 43% of US consumers believe eco-activists have heightened their awareness, up from 36% in 2023. This growing awareness, however, comes with a heightened sense of skepticism towards companies’ environmental claims. Globally, 35% of consumers don’t trust companies to be honest about their environmental impact, including 31% of US consumers.
Mintel’s Senior Trends Consultant, Richard Cope, highlights the complexity of this trend. He explains that while increased awareness of climate change can motivate individuals to act, it can also lead to a sense of overwhelm and pessimism. This is reflected in the declining belief that we can still save the planet.
Cope emphasizes the crucial role brands can play in restoring trust and building a more sustainable future. He suggests clear communication, utilizing metrics to quantify environmental impact, and focusing on the individual benefits of sustainable choices. Consumers, he argues, are looking for simple and transparent indicators of sustainability, like a standardized rating system that clearly shows the environmental impact of a product. This can help consumers navigate the increasingly complex landscape of environmental claims and make more informed decisions.
Brands need to go beyond simply claiming sustainability and demonstrate its tangible benefits to consumers. This includes highlighting the positive impact on personal health, efficiency, and financial savings. Ultimately, brands need to humanize the climate crisis and connect sustainable choices to individual well-being.
