2025可持续发展时代消费者态度认知及品牌营销策略洞察报告（英文版）

Sustainability SellsH O W B R A N D S C A N C O M M U N I C A T E O N S U S T A I N A B I L I T Y & D R I V E P R O F I T Climate change is personal 76% believe climate change directly impacts personal healthSustainability is non-negotiable Sustainability sells 79% consider sustainability when making purchases across verticals Source: “Sustainability Sells” 2025, conducted by MAGNA Media TrialsTotal N= 1,212Q: Do you believe that our climate is changing? Q: Do you believe that climate change has an impact on human health? 2Brands are already using seals to signify sustainability features3Survey design support provided by Q1What sustainable product features have the biggest impact on purchase decisions?Q2How familiar are people with sustainability seals? (like USDA Organic or Energy Star)Our objectives4Q3How can brands communicate sustainability efforts effectively? Survey design support provided by Our approach 3,636Scenarios19Sustainability featuresGroceries+Organic product+Regenerative agriculture product+Regenerative organic Agriculture product +Non-GMO+Animal welfare +Reduced packaging+Refillable packaging+Recyclable packaging Personal care products+Materials sourced responsibly +Reduced packaging +Plastic free packaging+Refillable packaging +Recyclable packaging Clothing+Materials sourced responsibly+Recycled material in product+Organic product+Regenerative agriculture product+Regenerative organic agriculture product •Brands with premium features compared to store brand•Verticals: Groceries, personal care products, clothing•Varying price points related to vertical, ranging from high, medium, and low •Wide range of sustainability attributesScenario testing to quantify the impact of product sustainability on buying decisions and explore how brands can best communicate their sustainability efforts+Nationally representative sample across age, gender, race/ethnicity, and income+Ages 18+ +Total audience, N=1,212 (United States, N=607; Canada, N=605) 5Survey design support provided by Rodale InstituteS U S T A I N A B I L I T Y B E N E F I T S P E O P L E A R E W I L L I N G T O P A Y M O R E F O R Features That SellPeople don’t just care about sustainability – they’ll pay more for it63% Would pay more for products that offer sustainability features (like organic ingredients or recyclable packaging)Willingness to pay more for sustainability featuresNet score across verticals7Scenario testing N=1,212For groceries, ethical animal welfare is worth a premiumGrocery Features People Are Willing to Pay More ForRelative Importance (%)Scenario testing N=1,21246% are willing to pay more for groceries with sustainable features 817% would pay more for grocery products that prioritize animal welfare practices, such as cage-free eggs 9%9%10%11%11%13%13%17%Supports ethical animal welfare practicesUses organic ingredientsUses non-GMO ingredientsUses refillable packagingUses ingredients from regenerative organic agriculture practicesTakes measure