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2019 STATE OF SUSTAINABILITY IN AMERICA 17th Annual Consumer Insights & Trends Report

2019 STATE OF SUSTAINABILITY IN AMERICA 17th Annual Consumer Insights & Trends Report

This report is the seventeenth annual U.S. report NMI has published on the state of the sustainability market. This research uncovers insights into how today’s consumer integrates eco-friendliness into their daily life and reveals their motivations and the challenges they encounter in their pursuit to become increasingly aligned with a more sustainable lifestyle.

The report is full of insights, data, and analysis to help you better understand the ever-evolving world of environmentally-friendly, sustainable, socially conscious, and healthy products and services. In fact, sustainability-related benefits are showing growth in a number of categories across the consumer landscape. Their growth is due in part to the fact that many products and services now come with fewer and fewer trade-offs, and consumers continue to gravitate toward brands that help them live healthfully and sustainably.

This Report Provides A Comprehensive Overview Of Where The Current Sustainable Marketplace Stands, In Addition To...

  • The return on investment of companies’ sustainability initiatives
  • How segments within society view sustainability differently and what motivates this differentiation
  • Consumer insights regarding the health of the planet and what issues resonate most
  • Consumer alignment with sustainable food benefits
  • The impact of Millennials
  • New ways to reach and impact the new breed of ethical consumers
  • And much more
  • The return on investment of companies’ sustainability initiatives
  • How segments within society view sustainability differently and what motivates this differentiation
  • Consumer insights regarding the health of the planet and what issues resonate most
  • Consumer alignment with sustainable food benefits
  • The impact of Millennials
  • New ways to reach and impact the new breed of ethical consumers
  • And much more


U.S. Sustainability Consumer Trends Database Overview
Definitions of Groups
Introduction
Overview: Trends in Sustainability
NMI's Sustainability Segmentation
Sustainability Segmentation Overview
Sustainability Segmentation Model Methodology
Five Distinct Sustainability Segments
Segment Composition Trended
LOHAS Consumer as Environmental Steward
Sustainability Process Explained
Sustainable Mainstream Overview
LOHAS Leaders and Followers
Early Adoption Across Leaders and Followers
Environmental Concerns among Leaders and Followers
Environmental Actions among Leaders and Followers
Investigation of Companies' Environmental Legitimacy
Attitudes Toward Purchasing E-Friendly Products
Willingness to Pay a Premium for E-Friendly Products
The LOHAS Consumer Profile
The NATURALITES Consumer Profile
The DRIFTERS Consumer Profile
The CONVENTIONALS Consumer Profile
The UNCONCERNEDS Consumer Profile
LOHAS Geographic Distribution
Demographic Summary Across Segments
Consumer Engagement
Consumers Engagement Overview
Self Perception of Personal 'Greenness'
Self Perception of Being Informed on Living 'Green'
Influencer Role on Benefits of Buying 'Green'
Personal Responsibility for Environmental Protection
Growth of Environmental Concerns
Growth of Social Concerns
Concern for Local over Global Issues
Consumer Attitudes Toward Level of E-Engagement
Role of Peer Pressure in E-Engagement
Connection of Planetary and Personal Health
Planetary Health
Planetary Health Overview
Concern for Global Warming
Minimizing Personal Impact on Global Warming Across Generations
Minimizing Personal Impact on Global Warming Across Segments
Concern about Water Issues
Interest in Companies' Water Reduction Policies
Concern for Chemicals in Agriculture
Concern for a Range of Environmental Issues
Impact of Certifications on Purchase
Concern about Product Packaging
Interest in Companies' Packaging Reduction Policies
Use of Personal Shopping Bags vs. Plastic Bags
Recycling Frequency and E-Friendly Ratings of Materials
Visible Environmental Issues vs. Non-Visible
Trust in the Environmental Protection Agency
Consumer Packaged Goods Usage
Consumer Packaged Goods Overview
Purchase Decisions Based on Impact on Sustainability
Early Adoption of E-Friendly Products
Sustainably-Based Product Choice
Interest in Purchasing E-Friendly Versions of Product Categories
Interest in E-Friendly Versions Across Generations
Skepticism Regarding Environmental Products
Suppression of 'Green' Attitudes Across Skeptical Consumers
Seeking Proof of Companies E-Friendly Claims Trended
Quality, Convenience and Price of E-Friendly Purchase
Price Sensitivity Among Category Purchasers
Willingness to Pay a Premium Among Category Purchasers
Willingness to Pay a Premium Among Demographic Groups
Interest in Purchase Natural Versions of Product Categories
Preference for Natural or Organic over Conventional
Use of Conventional, Natural and Organic Categories
Concern about Chemicals in Consumer Products
Importance Ratings of Household Cleaning Product Attributes
Importance Ratings of Personal Care Product Attributes
Growth in Importance of HH Cleaning and PC Product Attributes
Barriers to E-Friendly Product Use
Sustainable Food & Beverage
Sustainable Foods and Beverages Overview
Trended Desire for Sustainable Foods
U.S. vs. Global Food Product Launches with Ethical/Environmental Claims
Global Food Product Launches with Ethical/Environmental Claims
U.S Food Product Launches with Types of Ethical Claims
Importance Ratings of Food/Beverage Product Attributes
Use of Organic and Natural Foods Trended
Trended Attitudes Toward Organic Foods/Beverages
Use of Sustainable Types of Foods
Mainstreaming of Plant-Based Options
Best Sources of Protein
Positive Attitudes Toward Meat Products
Reduction in Meat Consumption
Use of Healthy Food Products Among 'Meat Reducers'
Reasons for Meat Reduction by Generation
Meat Reduction for Environmental and Humane Reasons
Growing Importance of Humane Animal Treatment
Use of Protein Types
Use of Plant-Based Over Meat-Based Protein
Positive Attitudes Toward Plant-Based Protein
Levels of Vegetarian Engagement
Corporate Responsibility & Action
Corporate Action Overview
Importance of a Company's Sustainable Platform Trended
Impact of a Company's Sustainability Initiatives on Purchase
Impact of Cause Marketing
Interest in a Company's Social and Environmental Initiatives
Interest in a Company's Initiatives Among Leading Edge Gen Z
Trust in Specific Groups to Protect the Environment
Skepticism of Companies' Environmental Initiatives
Certifications As Validation of a Company's E-Initiatives
Confusion Regarding 'Green' Certifications
Influencers of Sustainable Product Purchase
Concern about Socially Responsible Business
Drivers of Implementation of Sustainability Initiatives
Impact of Millennials
Impact of Millennials Overview
Size and Importance of Millennials
Millennial Spending Across Categories
Importance of Sustainability on Product Purchase Across Generations
Millennials' Early Adopting and Influencing Behaviors
Impact of a Company's Sustainability Initiatives Among Millennials
Growth in Millennials' Sustainable Purchasing
Drivers of Millennials' E-Friendly Purchases
Impact of Technology/Social Media Influencers
Millennial Health Issues
Quality of Life Perceptions Based on Previous Generations' Irresponsibility
Sustainability Consumer Segmentation Methodology
Segmentation Model: Development of NMI’s unique and proprietary segmentation model began with evaluating over 170 different attitudinal and behavioral variables, later narrowed to approximately 15. A k-means clustering method was used. Cluster centers were defined as dense regions in the multivariate space based on a k-means segmentation of the attitudinal variables from NMI’s Sustainability Consumer Trends Database survey.

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