2025消费者报告（英）

Conscious Consumer Report2025 Conscious Consumer Report2IntroductionhiIntroductionIntroduction2025 Conscious Consumer Report3If sustainable purchases aligned with consumer intentions, conscious consumerism would account for over of all purchases.70%We’ve all seen the reports: Consumers have an overwhelming appetite for sustainable products and services. They’ll even pay a premium for them. But we know from our decades as impact marketers that reality hits different. While the sustainable economy is growing, it’s not matching the supposed appetite for sustainable products. 2025 Conscious Consumer Report4—the chasm between what consumers claim to value and what they actually buy. Some attribute it to cost. Others blame availability, perceived effectiveness, and understanding. Until now we’ve been unable to pinpoint a central culprit due to a lack of insight into the tradeoffs consumers are willing or unwilling to make.Instead Public Inc.’s Conscious Consumer Index finds it sitting at a modest 38%This index reflects the average portion of purchases considered "conscious" - defined as products or services made with consideration for social, ethical, or environmental factors.IntroductionThis is the say-do gapTo grow sustainable business, we have to improve our understanding of the barriers that impede purchase.And in 2025, this understanding is more vital than ever—otherwise we risk stagnating growth of the sustainable economy, the success of which is critical in a highly turbulent socio-political landscape. 2025 Conscious Consumer Report5We set out to demystify the say-do gap Introductionand identify the strategies for closing it.2025 Conscious Consumer Report6The findings outlined in this report offer marketers and sustainability leaders This report was designed for companies offering exclusively sustainable products or companies with a combination of conventional and sustainable brands.IntroductionWho is (and isn’t) a conscious consumer? What beliefs and behaviours drive conscious consumerism? And what product claims seal the deal with the sustainable shopper?insight to unlock the potential of the sustainable economy2025 Conscious Consumer Report7IntroductionExecutive SummaryConfusing claims are the #1 inhibitor of conscious consumerism.49% of all consumers have walked away from products with confusing sustainability claims. The number skyrockets to 87% amongst the most conscious consumers. To increase the rate of conscious consumerism in Canada and America, simplify language and tap into consumer motivations. To unlock growth, speak to the flip-floppers.3 out of 4 consumers view themselves as a conscious consumer, but only act accordingly approximately ⅓ of the time. The majority of consumers want to make the world a better place. Stop preaching to the converted, instead look to grow the congregation. Talk about product benefits in the short term, not the long term.Canadians and Americans respond better to statements with present day benefit vs future benefit