Natural Marketing Institute Releases its 2026 State of Sustainability in America Consumer Insights and Trends Report

Natural Marketing Institute (NMI), a leading research and global intelligence provider, is pleased to announce its 2026 State of Sustainability in America Consumer Insights and Trends Report. Now in its 24th year, this annual study provides a comprehensive look into the evolving behaviors, attitudes, and values shaping sustainability in the United States.

A Critical Moment for Planetary and Consumer Priorities
This year’s findings highlight a growing sense of urgency among Americans regarding the state of the environment. According to the report, 41 percent of U.S. adults believe that the planet is at or has passed a tipping point, signaling heightened concern over long term environmental recovery. As economic pressures, climate instability, and social challenges continue to intersect, consumers are placing more emphasis on corporate transparency, responsible product development, and environmental action.

The 2026 report underscores a shift toward a more eco centric worldview, with consumers recognizing the importance of biodiversity, renewable energy, reduced plastic usage, and toxin reduction. At the same time, they are increasingly motivated to learn about the sustainability initiatives companies support and how these actions align with their own values.

Key Insights from the Report:

• Changing Consumer Perceptions – A growing number of consumers view environmental issues through an eco centric lens, prioritizing the health of ecosystems and natural resources.
• Concerns Shaping the Sustainability Landscape – Top issues include water availability, biodiversity loss, environmental toxins, unregulated plastic production, renewable energy adoption, and awareness of circular economy practices.
• Behavioral Commitment – Even in the face of economic pressures, consumers continue to engage in recycling, reduced waste habits, and other environmentally conscious behaviors, demonstrating strong commitment to sustainable living.
• Drivers of Sustainable Purchase Decisions – Certifications, fair trade practices, and company environmental or societal initiatives continue to influence purchasing choices, with consumers seeking clarity and trust from brands.
• Sustainability Segmentation Evolution – NMI’s proprietary segmentation model outlines five distinct consumer groups and provides insight into how each segment approaches sustainability, helping organizations better understand emerging market opportunities.

Research Methodology
The 2026 report is based on a nationally representative sample of 4,346 U.S. adults surveyed online from July 7 to July 23, 2025, with findings accurate at the 95 percent confidence level and a ±1.5 percent margin of error. NMI’s Sustainability Consumer Trends Database has tracked sustainability attitudes and behaviors in the U.S. since 2002 and globally since 2005.

Since merging with Research America Inc. in 2020, NMI has expanded its research capabilities to include advanced web panels, qualitative research, sensory testing, data modeling, and strategic consulting. These robust capabilities support comprehensive analysis of long term sustainability trends and consumer evolution.

To obtain a copy of the 2026 State of Sustainability in America Consumer Insights and Trends Report, click here.

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About Natural Marketing Institute (NMI)
Natural Marketing Institute is a global leader in market research outsourcing, specializing in uncovering consumer values and behaviors related to health, environmental stewardship, and corporate responsibility. With more than two decades of expertise, NMI continues to deliver deep insights into the ever evolving sustainability marketplace.