Sustainable Brands - Harris Poll Socio-Cultural Trends

Analysis and Insights on Consumer Sustainability Intentions & Actions


A 2020 preamble: Protecting people, the planet, and resources feels different today.

A disruption becomes a recalibration?

Some Americans have strong intentions to live sustainably, but for most it’s a “sometimes” pursuit.

Our actions reveal well-worn paths to some sustainable behaviors, less to others.

Of note, the frequency of undertaking sustainable actions isn’t that different for conservatives vs. liberals (56% vs. 62% on average, respectively).

Many ‘non-intenders’ nevertheless behave sustainably. So, motivations vary.

Main Street sees the interconnectedness of the environmental and the social.

And, 76% believe that solving environmental issues will require solving social issues (and vice versa).