Natural Marketing Institute Releases its 2025 State of Sustainability in America Consumer Insights and Trends Report

02 Jan 2025

Natural Marketing Institute (NMI), a leading research and global intelligence provider, is pleased to present its 2025 State of Sustainability in America Consumer Insights and Trends Report. Now in its 23rd year, this annual report provides a deep dive into consumer behaviors, attitudes, and trends shaping the sustainability market.

A Transformative Year for Sustainability

Consumers are navigating an increasingly complex world marked by economic challenges, climate concerns, and evolving social expectations. While inflation and geopolitical instability have impacted everyday decisions, sustainability remains a key priority for many consumers.

The 2025 report reveals that despite financial pressures, a majority of consumers are still actively incorporating sustainable behaviors into their daily lives. This trend underscores the growing realization that sustainability is not just a passing concern—it is integral to long-term well-being, ethical consumption, and corporate responsibility.

Key Insights from the Report

  • Sustainability vs. Economic Pressures – Over 70% of consumers report adopting cost-saving sustainable behaviors such as conserving water, reducing waste, and buying secondhand products.
  • Corporate Responsibility & Consumer Trust – Consumers expect businesses to take an active role in environmental and social sustainability, with corporate sustainability commitments playing a larger role in brand loyalty.
  • Rising Concerns Over Plastic & Packaging – The increasing awareness of microplastics in food, water, and the environment is pushing consumers to demand more transparency and eco-friendly alternatives from brands.
  • The Future of Organic & Natural Products – Despite inflation, organic and sustainable product demand continues to rise, with certifications and corporate commitments playing a key role in purchasing decisions.
  • Circular Economy & Ethical Consumption – The report highlights the growing necessity of a circular economy and the importance of reusable, recyclable, and biodegradable materials in product design.

Research Methodology

  • Surveyed 4,420 U.S. adults, representative of the general population, with a 95% confidence level and a ±1.5% margin of error.
  • Fielded online from August 22 to September 10, 2024.
  • NMI’s Sustainability Consumer Trends Database has tracked sustainability attitudes and behaviors in the U.S. since 2002

Since merging with Research America, Inc. in 2020, NMI has expanded its research capabilities, incorporating web panels, qualitative testing, sensory research, and strategic consulting. This enhanced approach allows for comprehensive tracking of long-term sustainability trends and consumer shifts.

To obtain a copy of the 2025 State of Sustainability in America Consumer Insights & Trends Report, click here.

For market research inquiries click here

About Natural Marketing Institute (NMI):

Natural Marketing Institute is a global leader in market research outsourcing, specializing in providing comprehensive insights into consumer values and behaviors related to health, the environment, and corporate social responsibility. With a legacy spanning over two decades, NMI remains dedicated to understanding and analyzing the ever-evolving landscape of sustainable consumption.