Consumers Twice As Likely To Buy a Sustainability Product
It’s a trend that continues to gain undeniable traction: consumers are 2X more likely to choose a sustainable product.
According to a recent report by Circana, sustainability-marketed products are growing twice as fast as conventionally marketed alternatives, aligning with consumers’ expectations for products that are better for the planet.
Products marketed around sustainability are growing twice as fast as their conventional counterparts across the consumer healthcare and retail sectors.
From health supplements to household goods, the products that make credible sustainability claims are not only preferred—they're commanding stronger loyalty and growing market share.
In fact, products marketed around sustainability are growing twice as fast as their conventional counterparts across the consumer healthcare and retail sectors.
This is more than a passing trend; it’s a reflection of changing consumer values. Shoppers today, especially Millennials and Gen Z, are no longer satisfied with products that simply perform. They want goods that align with their environmental and ethical beliefs. Let’s explore the data behind this surge in eco-conscious purchasing, unpack the reasons consumers are embracing sustainable products, and identify how businesses can capitalize on this momentum.
The Acceleration of Sustainability-Marketed Products
A striking highlight from Circana's 2024 analysis is that consumer healthcare products marketed with sustainability claims are outpacing overall retail growth. This is part of a broader pattern across categories: from skincare to over-the-counter health products, eco-conscious branding is proving to be a competitive advantage.
This acceleration is being driven by multiple converging factors:
Transparency in labeling: Today’s shoppers are more informed and vigilant. Brands that clearly communicate sustainable sourcing, recyclable packaging, or reduced carbon emissions tend to stand out.
Retailer prioritization: Major retailers have begun to demand sustainability from their suppliers, often prioritizing shelf space for products with verifiable environmental claims.
Loyalty through values: Consumers are forming long-term relationships with brands that reflect their personal ethics, particularly around climate impact, social responsibility, and waste reduction.
Sustainability isn't just a feel-good initiative anymore—it's a powerful driver of revenue.
A Consumer Mindset Shift: From Green Curiosity to Green Expectation
A pivotal article from Green Initiative underscores the transformation in consumer attitudes toward sustainability in 2025. Where environmental responsibility was once a “nice-to-have,” it’s now seen as a non-negotiable requirement for many buyers.
Here’s what’s driving the shift:
Climate anxiety and social awareness: Rising awareness about climate change, pollution, and biodiversity loss is shaping daily purchasing decisions.
Generational influence: Gen Z and Millennials are not just more vocal about sustainability—they’re putting their money behind it. According to Green Initiative, over 70% of Gen Z shoppers actively seek brands with environmental commitments.
Social proof and peer influence: Sustainable purchasing is now socially reinforced. Sharing eco-friendly choices on social media boosts brand awareness and enhances consumer self-identity.
What’s most telling is that 55% of global consumers say they are willing to pay more for sustainable brands, even in a tightening economy. The perception that eco-conscious choices cost more is being counterbalanced by the value consumers place on long-term planetary health.
Eco-Friendly Packaging:
A Gateway to Green Loyalty
One of the most tangible elements of a brand’s sustainability ethos is its packaging. According to a comprehensive breakdown by Packoi, sustainable packaging is now a critical point of differentiation.
Key findings include:
Consumers equate packaging with brand ethics: If a product is wrapped in excess plastic or non-recyclable material, customers are quick to question the brand’s environmental integrity.
Biodegradable and minimalist packaging leads conversions: Brands embracing compostable, reusable, or minimalist packaging are seeing measurable lifts in customer acquisition and retention.
Design Elements Can Educate and Activate Purchase: Clear visual cues and labeling (e.g., “100% compostable,” “Plastic-free,” “Recyclable”) can immediately influence a purchase decision at the shelf or online.
Eco-friendly packaging is more than aesthetics—it’s storytelling. It communicates a brand's priorities in seconds and leaves a lasting impression. In fact, according to Packoi, 74% of consumers are more likely to trust a brand that uses sustainable packaging.
Why Are Sustainability Claims So Effective?
Let’s break down the psychology behind why consumers are drawn to sustainable products:
1. Values Alignment
People want to support companies that reflect their personal convictions. A sustainability-marketed product allows consumers to act on their values every time they buy.
2. Perceived Product Quality
Consumers often associate sustainable products with higher quality, safety, and health benefits—particularly in personal care, food, and healthcare.
3. Emotional Justification
Buying sustainable products helps reduce guilt associated with consumption. It's a way for consumers to “do their part” in mitigating global challenges.
4. Social Signaling
Owning and using eco-friendly products can signal status, awareness, and conscientiousness among peer groups.
Market Examples: Leading the Way with Green Innovation
Some standout brands have turned sustainability into their north star—and the results speak volumes:
Thrive Market: An online grocery retailer that curates sustainable, organic, and non-GMO products. Its eco-centric mission has cultivated a fiercely loyal following.
Seventh Generation: A cleaning products company whose plant-based ingredients and biodegradable packaging set the gold standard.
Allbirds: The shoe company has built its brand on carbon labeling and circular design, becoming a darling of both fashionistas and environmentalists.
Each of these brands demonstrates that sustainability is not a niche—it’s scalable, profitable, and impactful.
Challenges: Avoiding Greenwashing and Delivering Authenticity
With rising interest comes increased scrutiny. Brands must be cautious not to overstate or fabricate their environmental claims. Greenwashing—deceptively marketing a product as sustainable—can quickly erode trust and damage reputations.
To maintain authenticity:
Use certifications (e.g., USDA Organic, B Corp, FSC)
Be transparent about goals, progress, and limitations
Engage in lifecycle analysis to quantify environmental impact
Communicate clearly without vague or misleading terms like “eco-friendly” unless substantiated
Consumers are savvy. They expect measurable impacts, not buzzwords.
The Business Case: Sustainability as a Growth Lever
Companies investing in sustainability aren’t just appeasing values—they’re tapping into significant growth opportunities. Here’s how sustainability drives business performance:
Sustainability is a catalyst for innovation, resilience and differentiation.
Whether you're a startup or a legacy brand, integrating sustainability into your product and messaging strategy requires intentional action. Here's how to begin:
1. Audit Your Current Impact
Understand your carbon footprint, sourcing practices, and packaging lifecycle. Use data to identify opportunities for improvement.
2. Engage with Your Consumers
Invite feedback. Learn what sustainability issues matter most to your audience and tailor your initiatives accordingly.
3. Invest in Sustainable Materials
Whether it’s plant-based plastics, biodegradable paper, or carbon-neutral shipping, align your supply chain with your green mission.
4. Build Sustainability into Your Brand Story
From packaging to product copy to social media—every touchpoint should reinforce your sustainability values.
5. Set Measurable Goals
Transparency builds trust. Share your objectives publicly—such as eliminating single-use plastics by 2030 or sourcing 100% renewable energy by 2027.
Green is the New Gold
As we move deeper into the 2020s, the divide between brands that embrace sustainability and those that don't will widen. Consumers are making their preferences clear: they’re twice as likely to buy, stay loyal to, and advocate for products that demonstrate environmental responsibility.
Companies that lean into this shift and genuinely innovate for a greener future will not only do good—they’ll do well. Sustainability is no longer an optional strategy. It’s the new baseline for building meaningful, future-proof brands.
Sources:
Circana Report on Consumer Healthcare 2024: Chain Drug Review
Green Initiative: How Sustainability is Driving Consumer Behavior in 2025