PublicINC_2025消费者报告

2hiIntroduction 2025 Conscious Consumer ReportIf sustainable purchases alignedwith consumer intentions,conscious consumerism wouldaccount for overof all purchases.70% We’ve all seen the reports:Consumers have an overwhelmingappetite for sustainable productsand services. They’ll even pay apremium for them.But we know from our decades asimpact marketers that reality hitsdifferent. While the sustainableeconomy is growing, it’s notmatching the supposed appetite forsustainable products. 2025 Conscious Consumer ReportInstead Public Inc.’s ConsciousConsumer Index finds itsitting at a modest38%This index reflects the average portion of purchasesconsidered "conscious" - defined as products orservices made with consideration for social, ethical,or environmental factors. —the chasm between whatconsumers claim to value and whatthey actually buy.Some attribute it to cost. Others blameavailability, perceived effectiveness,and understanding. Until now we’vebeen unable to pinpoint a centralculprit due to a lack of insight into thetradeoffs consumers are willing orunwilling to make.This is thesay-do gap To grow sustainable business, wehave to improve our understanding ofthe barriers that impede purchase.And in 2025, this understanding ismore vital than ever—otherwise werisk stagnating growth of thesustainable economy, the success ofwhich is critical in a highly turbulentsocio-political landscape.and identify thestrategies forclosing it. 2025 Conscious Consumer ReportWe set out todemystify thesay-do gap This report was designed forcompanies offering exclusivelysustainable products or companieswith a combination of conventionaland sustainable brands.Who is (and isn’t) a consciousconsumer? What beliefs andbehaviours drive consciousconsumerism? And what productclaims seal the deal with thesustainable shopper?insight to unlock the potential of thesustainable economy 2025 Conscious Consumer ReportConfusing claims are the #1 inhibitorof conscious consumerism.49% of all consumers have walked away from products withconfusing sustainability claims. The number skyrockets to87% amongst the most conscious consumers.To increase the rate of conscious consumerism in Canada and America,simplify language and tap into consumer motivations.Talk about product benefits in the short term,not the long term.Canadians and Americans respond better to statementswith present day benefit vs future benefitOverwhelmed consumers want to know how their purchase makestheir life better or easier today, not in an abstract future that isbecoming increasingly unimaginable as the world changes at arapid pace.12 Executive SummaryTo unlock growth, speak to the flip-floppers.3 out of 4 consumers view themselves as a consciousconsumer, but only act accordingly approximately⅓of thetime.The majority of consumers want to make the world a better place. Stoppreaching to the converted, instead look to grow the congregation.Appeal to the “me consumer” not the “we consumer.”Canadian and American consumers are motivated bylanguage and claims that “meet their personal needsand values in the everyday”.Green and science-based claims are the poorest performingmotivators of conscious consumerism. The biggest factor thatleads to purchase is a belief that “this product is valuable in myeveryday life”.34 Confusing claims arekilling the conscious choice.? 2025 Conscious Consumer Report76% of Canadians and Americans saythey are conscious consumers, butonly shop their values 38% of thetime.The disconnect is frequentlyattributed to cost, ease of action, andperceived product effectiveness. Butour research reveals a new topculprit: Confusing claims.Brands with sustainable offerings arelosing consumers by leading withconfusing claims, language andmessaging.1. Nearly 49% of all consumers have walked away fromproducts with confusing sustainability claims. Clear claims aren’t justnice-to-have; they’re the differencebetween closing the say-do gap andwatching it grow wider.87%49%2. This number skyrockets to 87% amongst the mostcommitted conscious consumers. 49%What do we mean by claims? Astatement made by a company aboutthe benefits, features, orperformance of their product orservice. This report is focused onconsumer facing claims that appearin marketing and on packaging topromote the product and influenceconsumer decision-making. 2025 Conscious Consumer ReportFor years we’vebeen missing themark onsustainabilitycommunications collective. They care deeply aboutthe issues they feel most impactedby, like the economy, housing andhealthcare.We need to bring sustainability backfrom future abstraction (“bettertomorrow”, “a sustainable world forfuture generations”, “creating atomorrow that works for everyone”)into present day value. And, ofcourse, maintain compliance amid an Sustainability marketers havetraditionally positioned sustainabilityas the primary selling feature, theopening and closing pitch. And forgood reason, it stems from a beliefthat our offerings can drive socialand envi