Consumers Want Sustainable Solutions More Than You’d Expect

How can you tell if consumers want sustainable products? Many consumer surveys ask if they’ll pay a higher price as the answer. This translates to: “They want it, or they don’t.” But new research shows those surveys may underestimate consumers’ desire for sustainable options in the United States.

A substantial number of consumers seek sustainable and ethical solutions. But brands need to understand what drives consumers and their need for clear information to unlock the full marketplace potential. A sharp focus on price obscures the true demand for sustainable products from ethical brands. 

Of course price matters. But this singular focus creates an over-simplified understanding of demand: Either consumers are willing to pay for more sustainable goods, or they’re not. Like most things in life, it’s not so black and white. 

Recent survey results published in the Simon-Kucher book “The Demand Revolution” show pent-up consumer demand for sustainable solutions that can be unlocked with different pricing strategies. But brands are missing large parts of the market by focusing on price-premiums as the only approach for sustainable goods. 

It's no surprise that only 8 percent of consumers are both highly willing to pay more and highly committed to sustainability. The squishy middle groups, which make up 27 percent of the market, are motivated by a sense of responsibility and fear of environmental damage. They want sustainable solutions, but they also rank price and quality above sustainability. A simple willingness-to-pay study would not identify them as potential customers. 

The Simon-Kucher research also found these consumers rank sustainability differently depending on the product. For example, sustainability tends to be the lowest priority when it comes to financial services and leisure and travel across all groups. Waste reduction, on the other hand, is a priority for all groups.

The research for my book, “Your Shopping Superpower” echoes these findings. Most shoppers don’t fully understand or use the term “sustainable.” The consumers I interviewed instead seek clear information from brands about what they’re actually doing. They tend to be skeptical of generalized terms like “sustainable,” “green” or “eco-friendly.” 

Rather, they care about the tangible difference they can make in daily life: reducing excess packaging and waste, single-use plastics, deforestation and water use — especially in drought-prone regions.  

Shoppers can change behaviors very quickly, too. A recent Harris poll found that two out of five Americans shifted their spending to align with their political views since the end of January 2025. Morals and frustration are driving spending decisions. Many shoppers are frustrated by the political system and sudden shifts in company policies, including DEI (diversity, equity and inclusion) and CEOs cozying up to a new administration, according to the poll. A quarter of consumers (24 percent) stopped shopping at a favorite store because of politics.

The retail giant Target is one example of this consumer shift, due to its change in DEI policies and the concern that its decisions will hurt small Black-owned businesses that sell products there. Shoppers are also reportedly opting out of shopping at other major retailers, such as Walmart, for similar reasons. This trend cuts across party lines and demographics, according to the Harris poll. 

Brands have an opportunity to tap into the growing demand for sustainable goods that align with consumer ethics and values. But consumers need clarity about what the brand stands for and specifics about their policies. Vague statements can get brands in hot water, while clear communication about effective efforts can win over almost all consumers. 

The larger challenge is the mindset shift. Brands need to drop the notion that shoppers who don’t want to pay more for a sustainable, ethical product are not interested. It’s time to reconsider product price positioning and find new ways to communicate about sustainability. When brands nudge consumers forward on sustainability the right way, they will embrace it.