Despite the coronavirus pandemic taking over consumers’ attention, a new survey has found sustainability is still at the forefront of minds.
Distributed by beauty manufacturer Genomatica, the study found 85% of Americans reported thinking about sustainability the same amount or more during the outbreak.
Consumers are also demanding brands and governments prioritise sustainability as the world continues to grapple with the pandemic.
“The collective consciousness on sustainability is rising and certainly faster than most would have expected during these unprecedented times,” said Christophe Schilling, Genomatica’s CEO.
“While this shift has been underway for decades and particularly strong in Europe, many of us in the US have been inspired by the rapid improvement in air quality and traffic that shine a bright light on how our behaviors and decisions impact our environment and quality of life.”
He added: “As brands are learning, Americans are increasingly spending in line with their values, fueling a ray of hope in a tough year.”
Genomatica’s research also found almost 40% of Americans are willing to pay more for sustainable products, even during the economic downturn.
Of those measured, Gen Z consumers were the most willing out of the age groups.