SB Socio-Cultural Trends Research™
Understand Your Consumers
The SB Socio-Cultural Trends Research™,
conducted in partnership with Ipsos, tracks the changing drivers and behaviors of consumers around the intersection of brands and sustainable living.
Results reveal the evolving attitudes related to environmental and social justice issues, consumer intentions and aspirations toward adopting sustainable lifestyles specific to the
SB Nine Sustainable Behaviors™.
This data allows brands to strategize their social and environmental initiatives through the lens of their consumers, improve their brand influence and positioning in the marketplace, and create a deeper connection with their customers.
SB Socio-Cultural Trends Research™ 2025 Key Insights:
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Impact at shelf
- Over 50% of Gen Zs and Millennials say they've switched brands in the past six months for one that is more environmentally or socially responsible
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The rise of the "Discerning Realist"
- This growing consumer segment has a high willingness to switch brands and seek out more sustainable products
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Consistent demand for brand transparency
- 80% of U.S. consumers still expect companies to communicate sustainability progress
Discover fresh, actionable insights to build trust, shift behaviors, and spark positive change.
This highlights document is a preview of our full research, available exclusively to the
SB Member Network.
For more information on joining the SB Member Network, contact us at [email protected].
Discover the Socio-Cultural Trends Shaping 2025 in Our Latest Highlights Report