Consumer Behavior Change Marketing & Communications

Survey:
Shoppers Want to ‘Do Good,’ But Brands Are Missing the Mark

Public Inc highlights need for simpler sustainability claims, reveals ‘anti-woke’ backlash is exaggerated, and provides path for engaging ‘conscious consumers.’

Published 3 weeks ago | About a 4 minute read

Image: Kampus Production

A new report based on a survey of over 3,000 US and Canadian consumers highlights a persistent, significant gap between their desire for sustainable products and their actual purchasing behaviors.

Despite nearly 76 percent of consumers claiming they want to support sustainable brands, conscious consumerism only accounts for 38 percent of purchases — pointing to the ever-present "say-do gap" that businesses must address to drive growth in the sustainable economy.

The Conscious Consumer Report, conducted by creative impact agency Public Inc. with support from Ipsos, identifies confusing sustainability claims as the primary barrier to conscious consumerism — shopping according to one’s beliefs and values. Nearly 49 percent of all consumers say they have abandoned products due to unclear or misleading sustainability messages — a number that rises to a staggering 87 percent among the most committed conscious consumers.

"Brands are falling short," says Public Inc. founder and CEO Phillip Haid. "To drive conscious consumerism, we need to simplify sustainability claims and focus on immediate, personal benefits — rather than overwhelming consumers with distant, aspirational messages. Despite claims that 'DEI is dead' amid political pushback, consumers continue to make choices based on their values.

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“The future of business lies in balancing profit with purpose. Authenticity and responsibility resonate with consumers, and this shift is not just ethical — it's strategic. Companies that align with societal values and imagine a better world will thrive."

The study segments consumers into five distinct groups based on their frequency of values-based purchases — from the Sustainability Stewards (9 percent), who purchase sustainably 80-100 percent of the time; to the Apathetic Actors (31 percent), who never shop based on sustainability. The findings suggest that all consumer segments can be encouraged to buy more sustainably by simplifying claims and aligning products with shoppers’ immediate personal needs.

Key findings

Prepare for consumer boycotts: Over half (55 percent) of respondents indicate they are likely to change their purchase behaviors for social or ethical reasons within the next year, data we are seeing play out in real-time with boycotts in North America.
Marketers are getting it wrong — confusing claims deter purchases: Nearly 49 percent of consumers — and 87 percent of highly conscious consumers — abandon products prior to purchase due to unclear sustainability claims.
The "say-do" gap: While 76 percent of consumers identify as conscious shoppers, values-driven purchases account for only 38 percent of their buying decisions.
Present-day benefits drive action: Consumers respond more to immediate, personal benefits (e.g., durability, health) than abstract future impacts.

5 strategic recommendations for marketers

Based on the findings, Public Inc. offers five takeaways for brands to drive growth in the sustainable economy and bridge the gap between conscious intent and actual purchase behavior.

Simplify impact/sustainability claims: Use clear, simple language and focus on direct consumer benefits (e.g., "reduce your energy costs" instead of "energy-efficient").
Emphasize immediate benefits: Focus on how sustainability improves consumers' lives today, rather than promising long-term benefits.
Appeal to personal needs: Consumers are motivated by impact claims that meet their immediate needs, not abstract collective goals.
Leverage durability and performance: Link impact claims to product effectiveness, safety and durability.
Don’t ignore the apathetic actor: While they may not be a primary target, this segment responds to claims around local sourcing and clean ingredients.

“Our data shows that consumers respond better to clear, straightforward language that emphasizes how sustainable products improve their lives today — not just in the future,” said Caleigh Farrell, VP of Research at Public Inc. “If we, as marketers and business leaders, keep ignoring the reality that consumers act in their own self-interest, we will stall the growth of the sustainable economy — right when we need it most to tackle the staggering crises facing humanity.”

The full report provides actionable insights for businesses offering sustainable products, as well as those balancing sustainable and conventional brands.