"According to our own 2026 Conscious Consumer Report, conducted with our partners Ipsos and Engage for Good, 40% of North American purchases are now influenced by social and environmental considerations, which is up from 38% in last year's report."
"First, higher income no longer predicts ethical purchasing. Sustainable shopping or values-driven purchasing doesn't map neatly to affluence. In fact, our most engaged segment, Sustainability Stewards, are nearly twice as likely as disengaged shoppers to say price had 'much more influence' on their purchasing decisions over the past year."
"In the U.S., conscious purchasing is only marginally (2%) more associated with Democrats than Republicans. Values-driven behavior spans the political spectrum."
Conscious consumerism is not retreating but normalizing, with 40% of North American purchases influenced by social and environmental factors. This trend persists despite inflation and political backlash against ESG and DEI initiatives. Higher income does not predict ethical purchasing, as price sensitivity is significant among values-driven consumers. Additionally, conscious purchasing behavior spans political affiliations, with only a slight difference between Democrats and Republicans. The main barrier to conscious consumerism is confusion over claims made by brands.
Read at Fast Company
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