Today’s citizens carry a heavy load. For the third consecutive year, we surveyed thousands of people around the world—this year more than 14,000 people in eight countries—to understand their evolving concerns and behaviors around sustainability. Their answers paint a clear picture: People are navigating a world of constant uncertainty and strain. Geopolitical upheaval, economic pressures, and wars are the backdrop to daily life, leaving people worried and overwhelmed. These concerns remain on peoples’ minds as they make purchases and decisions.

Meet the overloaded consumer

Consumer confidence remains low, weighed down by worries about the cost of living, geopolitics, and a carousel of global crises. While concern for long-term issues such as environmental sustainability has softened, dropping from 90% in 2023 to 86% in 2024 and 79% in 2025, four out of five consumers remain engaged on the environment, with fast-growing markets particularly concerned (see Figure 1).

Even with so much on their minds, people are keen to act. Eighty percent of global respondents believe that their individual choices make a difference, slightly up from 2024 and 2023 levels. This belief runs strongest in fast-growing countries, with 84% of respondents vs. developed markets’ 74%. Amid a lot of other noise, consumers haven’t tuned out sustainability.

The most surprising adopters of sustainable practices? Baby boomers. Over the past three years, boomers have added more new sustainable habits than even Gen Z, the group often associated with these issues. That’s thanks in part to their relative wealth, life stage, and flexibility to make meaningful changes, such as installing solar panels at home.

The scale of this potential market remains striking. When we segment global consumers by environmental concern, lifestyle, and shopping habits, we continue to find a massive, addressable opportunity. Seventy percent of the global population want to live more sustainably, even if it isn’t always easy. Many are even willing to pay more for sustainable alternatives.

This is not just talk; global consumers are changing their behavior (see Figure 2). Nearly a third of this group (32%) report practicing six or more sustainable habits daily, and 70% want to adopt even more sustainable routines—a trend that’s consistent across geography, age, and income. Many reduce consumption.

Despite good intentions and high demand, consumers face persistent barriers to sustainable living and shopping (see Figure 3). They routinely encounter confusing product claims, limited availability, and high price tags. Too often, the quality or performance of sustainable options disappoints. Accessibility is another challenge. Thirty-eight percent say that barriers to access limit adopting sustainable habits, up sharply from prior years, and 42% would buy more if sustainable products were available locally.

With so many other concerns, consumers simply don’t have the bandwidth to sort through the cost and quality trade-offs that sustainability demands. The result? Frustration and dissatisfaction, even among those most motivated to change.

In response, many are simply avoiding unsatisfactory options, including unsustainable finished goods. This “de-consumption” shows in the data. Thirty-eight percent are buying fewer disposable items. Twenty-one percent say that they are cutting down on meat and dairy. Nearly one in five is purchasing secondhand items.

For business leaders, the message is clear: There is a vast, motivated population eager to live and shop sustainably, but they’re being held back by friction that companies have the power and responsibility to remove.

A business problem, not a consumer problem

It’s become common for businesses to argue that consumer intentions around sustainability aren’t translating into meaningful purchasing behaviors or a willingness to pay a premium. Yet the data tells a different story. Consumers have moved; it’s companies that are stuck. On average, US consumers say that they are willing to pay up to a 13% premium for sustainable products, a bit higher than last year’s 10%, but data from New York University finds those products much higher priced, with an average premium of 28%.

Rather than shift blame onto the consumer, forward-thinking CEOs and companies are solving these problems. It requires executives across the organization (from innovation, marketing, supply chain, and sustainability) to work together.

Companies should do two things: They should lean into innovation to solve three big trade-offs, and they should use technology to close the knowledge gap.

Leaning into innovation to solve three big trade-offs

Consumers are too often asked to make tough trade-offs among price, product performance, and sustainability. Cost (whether real or perceived) remains sustainability’s single biggest roadblock. Nearly half of respondents (47%) say that it costs more to live sustainably. Just last year, sustainability was seen as a frugal way to live in some countries. Today, it is perceived as more expensive everywhere.

Consumers are clear: 63% would buy more sustainable products if they were more affordable.

Incremental change won’t cut it. The next wave of innovation must erase trade-offs, not just blur them. When true innovation meets consumer needs in a supportive policy environment, markets move quickly. Battery electric vehicles (BEVs) offer a compelling example: Globally, 39% of millennials and 34% of Gen Z now see BEVs as a fully viable substitute for petroleum or diesel engines, and 48% of Chinese consumers name BEVs as their preferred choice.

On a smaller scale, the UK’s plastic packaging tax and network of more than 32,000 public refilling stations helped upstart brands such as Hydro Flask and Chilly’s establish a market for stylish, aspirational refillable water bottles. And L’Oréal is tapping into Japan’s refillable culture to bring sustainable luxury to personal care. Refill pods, pouches, and in-store “refilleries” for Lancôme and Kiehl’s products cut waste and make greener choices easier.

What businesses can do:

• Invest in R&D for breakthrough innovation, not just marketing. Ensure that sustainable products are superior on all criteria, delivering affordability, quality, and sustainability without compromise.
• Use proven successes in categories such as LED lighting, plant-based milks, and refillable packaging to help build confidence that quality mainstream sustainability is feasible.
• Advocate for supportive policy environments to help sustainable product innovations scale and bridge the gap to cost parity.

Using technology to close the knowledge gap

Consumers want to make sustainable choices, but confusion and a lack of reliable information hold them back. While more than 60% feel confident spotting sustainable options, most can’t accurately assess the relative carbon impact of daily decisions, such as eating a burger or taking a short airplane flight. Nearly half cite a lack of clear information and transparency as a barrier.

Brands and retailers haven’t made it easy. Inconsistent eco-labeling and complex scoring systems confuse even the most committed shoppers. Partially sustainable products, such as organic fruit wrapped in plastic or recycled packaging on high-emissions items, only add to consumer frustration. Forty-four percent of consumers now see inconsistent sustainability practices as the top barrier to shopping sustainably, surpassing price (now at 42%, down 4 points from last year).

There’s good news: Technology is closing the information gap and empowering the consumer (see Figure 4). More than half of people using generative AI tools such as ChatGPT say that they use them to live more sustainably, and about a third rely on AI for eco-friendly product recommendations. This trend, which holds across generations and geographies, is especially seen in fast-growing markets such as China (65%), the UAE (74%), and Indonesia (82%).

As tech adoption accelerates, brands with the most accurate, transparent, and accessible data will win consumer trust—and the algorithm’s recommendation. More than half of companies already use AI to guide customers to more sustainable options, helping customers make choices aligned with their values. Companies must understand what matters to consumers and provide data in a way that both people and AI can easily access—or else they risk becoming irrelevant.

What businesses can do:

• Be transparent and honest about product sustainability.
• Invest in accurate, verifiable, and accessible product data to ensure that your offering is selected by humans and algorithms alike.

Nothing gets solved in a silo

Consumer-facing companies once excelled at spotting unmet needs and uniting their entire organizations to deliver breakthrough solutions. Every function (from consumer research to supply chain, marketing, and sales) contributed to powerful innovation at scale. Today, by contrast, sustainability efforts are often fragmented, leading to only incremental change.

That’s simply not good enough. Consumers already indicate that they are buying fewer disposable products and demanding options that are healthier, more energy efficient, and longer lasting. Real innovation, not just better marketing, is needed to meet these expectations.

Unlocking that potential requires true cross-functional collaboration, bringing together product, marketing, sustainability, and tech to serve a massive consumer segment. Without this innovation, de-consumption is becoming a real alternative for consumers dissatisfied with slow change.

No company can do this alone. Businesses must also champion policies that reduce the cost of sustainable solutions. While consumers expect brands to invest in sustainable products and packaging, 42% say that stricter government regulations are needed, and 37% believe that programs such as subsidies will be essential.

Unmet needs call for bold action. Companies that cut through noise and eliminate trade-offs through transformative, organization-wide innovation will unlock real value in this fast-changing market.