Interviewer: Victoria Glazar, Global Purpose & Social Impact at FINN Partners
Vickie: Today we’re here to talk about new research that was just released by Sustainable Brands in partnership with FINN Partners and Babcock Ranch. It’s a study of American consumers that gives a fresh look at how they are defining and pursuing “The Good Life” today
KoAnn, you’ve been asking Americans about “The Good Life” for nearly a decade. What has changed most dramatically since you first asked this question—and what surprised you most about what you heard this time?
KoAnn: Thank you for the conversation, and for your partnership in this work, Vickie and thanks to so many others at Finn who have participated, as well as to the team at Babcock Ranch for their support in making this new research possible.
Sustainable Brands, initially in partnership with Harris Poll, first conducted this research from 2017 through 2019, both here in the US and in several other global markets. Results of that initial research showed a marked transition among consumers across all demographics -- irrespective of geography, political or religious affiliation or generation -- from the pursuit of money, status and personal achievement as measures of the good life, toward a desire to seek balance, simplicity, and a greater integration of our values into all aspects of our lives. Nearly a decade later, in the midst of increasing instability in many fronts, we’re seeing the same themes. Today, 90% of Americans agree that “a good life is defined more by what you do than what you ownˮ Think about that.
10 years ago, though, consumers were feeling uncertain about what they could do individually to ‘get off the hamster wheel’ of societal expectations and habits that are no longer serving them, their families, their communities and the planet. One of the most surprising findings of this year’s research is that today, consumers are feeling much more confident in their own power to have a positive impact and achieve the good life they seek. In fact, 84% say they are optimistic about their ability to improve their quality of life over the next 5 years.
Vickie: Can you give us some examples of how consumers are feeling empowered?
KoAnn: Yes, but first for context, it’s important to acknowledge that a substantial majority of the US consumer base sees sustainability issues as key to the Good Life they’re trying to build. 85% said taking action to protect the environment is important and 80% said they trust brands engaging in CSR.
In terms of their confidence in being empowered, one way they’re taking action is actively looking to work for companies that align with their values. In 2017, a little over half of consumers said they would choose work aligned with their values over high pay. This year that number jumped to 77% — that’s almost a 25% move in that statistic.
But there’s definitely more to the story! One of the most important findings in this year’s research is that 82% believe that when consumers demand better products and services, companies will rapidly innovate to provide them — so expect consumers to be engaged — and we’ve certainly seen lots of evidence of that over the past 3 years or so. The question is—are we enabling the kind of demand that actually accomplishes what consumers are hoping for. Our sense is that we have more work to do on that front. 73% today believe they influence companies through their purchases; in other words by “voting” with their wallet. But again, our question is: How can we encourage more Buycotting vs. Boycotting? A full 88% of consumers today say they are loyal to the brands that actively help them achieve this better life that they imagine. So if you can get them on board through smart education and involvement you’ll likely keep them in your corner.
Now the catch at the moment that I know many of our brands and retailers are seeing — and it’s real — is also acknowledged in our current research, which is that in today’s economic environment — 78% said they delay sustainable lifestyle choices because of rising costs. But the important thing not to lose sight of, is this: all of this data — taken together — point to opportunities for brands that innovate to deliver on consumer aspirations for a balanced, simple, stable life for themselves, their families and communities and for the planet. And after all, business is the institution that is traditionally best equipped to leverage innovation to solve real challenges :
The bottom line is this: Consumers prefer brands that help them live the Good Life - which includes contributing to a stable and Sustainable future. But they need help understanding how to make good choices, and they will reward brands they trust to help them.
Vickie: Those are some very powerful insights. Let’s focus on that concept of self-reliance. There’s an interesting tension in the research. You pointed out that a high percentage of consumers say they believe they have the power to influence brands, but 82% believe companies should do more to help them live The Good Life. What are consumers actually asking brands to do?
KoAnn: Great question! Here’s what the research found: Consumers are asking brands to be practical partners in their pursuit of a better life. They want help living better: 74% explicitly want brands to help them learn how to make good choices.
They want companies to be good places to work – 78% of Americans want to work for a company that “creates ‘The Good Lifeʼ by supporting a healthier planet and people.ˮ
78% again are especially looking for greater transparency regarding environmental and social impact investments.
I find this last point about consumers’ demand for transparency particularly interesting. In the absence of clear communications from brands in recent months, almost three-quarters believe that “companies have pulled back somewhat from investing in sustainability and impact initiativesˮ due to the political climate. But 67% said they see through this silence on environmental issues, and they still believe companies are still “doing sustainability work without talking about it.” The resounding request from 81% of Americans is for companies to communicate more about the work they are doing to help consumers achieve “The Good Life. We hope this market signal will spur more work on HOW to do so in a way that engages trust across demographics, and this is one primary area of opportunity for shared learning -- one that the SB community is actively working on.
Vickie: So, in light of that data, if you were sitting in a brand leadership meeting today, what is the one thing you would tell them to do differently based on this research?
KoAnn: I think Finn would agree that our findings point to some very clear conclusions and guidance for brands, and we’ve shared more on this guidance in our latest report and playbook on our findings.
First, move from greenhushing to truth and transparency. Consumers don't expect perfection, but they do expect candor, evidence and visibility into what companies are actually doing. Kenvue's Sustainable Innovation Profiler is a good example: it made the science behind product sustainability more transparent and understandable.
Second, connect the dots. Help your stakeholders understand what your initiatives and product innovation mean to everyday lives. Talk about your efforts in plain language that connects directly to impacts they can understand. HelloFresh did this with childhood hunger, focusing on the very practical challenge families face when school is out and connecting them with meals and resources.
Third, start your brand building with your employees. Your employees can be one of your biggest brand advocates. By providing them a way to live a life that matters through their work, you reduce recruitment and retention costs and create powerful brand ambassadors. By showing them how to take the actions you’d like your customers to take, you’ll help them close the say-do gap and serve as a model for all those who they influence through their behavior.
And fourth, move from abstract advocacy to consumer involvement and affirmation. Instead of simply telling consumers what the company believes, help them see themselves and their own values reflected in what you do and give them ways to participate. We’re excited about our partnership with Babcock Ranch who is already illustrating this by embedding sustainable choices into the community itself, making the better choice part of everyday life rather than asking residents to make a sacrifice. And we are working with them as we speak to explore ways for brands and their residents to co-create new ways to build a community that is safe, resilient and future fit.
To sum up: Consumers are increasingly defining The Good Life for themselves around things that matter beyond money and status. They want brands to be practical partners in achieving it and they will reward brands that help them. That is an open door for competitive opportunity—especially in this moment where some are pulling back — to shape a new strategy for delivering good growth for our businesses, brands, customers and communities -- growth that doesn’t compromise our planetary health and well-being so that we can all continue to thrive on this finite planet for the next seven generations and beyond.
To download the full Report and Playbook; go to: https://go.sustainablebrands.com/2026-reframing-the-good-life-report.
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KoAnn is Founder and CEO of Sustainable Brands Worldwide
Published Sep 23, 2026 3pm EDT / 12pm PDT / 8pm BST / 9pm CEST