Green labels win in 2025: 35 consumer stats on sustainable shopping

Photo by Polina Tankilevitch

Shopping these days isn’t just about finding the best deal or grabbing what’s convenient. More and more people are thinking about how their choices affect the planet. Sustainability isn’t just a buzzword anymore — it’s something shoppers are actually prioritising.

Let’s look at some eye-opening stats that show just how big this shift has become.

Why sustainable shopping actually matters

Sustainable shopping isn’t just a passing trend. It reflects a bigger change in how people make decisions. More shoppers are asking questions like: Is this product eco-friendly? Was it made responsibly? What kind of future am I supporting when I buy this?

Concerns about climate change, plastic pollution and waste are front of mind — and that’s showing up in what people are putting in their shopping baskets. In fact, 73% of consumers say they’re willing to change how they shop to reduce their environmental impact (NielsenIQ).

And for businesses? Ignoring this shift could mean losing customers to competitors who are doing sustainability better — and making it known.

What the numbers are saying: Green is going mainstream

Here’s a quick look at just how much things are changing:

• 89% of consumers have made changes to be more eco-conscious when they shop (Statista)

• 80% are open to paying more for sustainable products (IBM)

• On average, people will pay about 10% more for things that are eco-friendly, especially if they’re locally made or come in less wasteful packaging (Statista)

• Shoppers are actively looking for sustainable options in stores and online (NielsenIQ)

• Many are also cutting back on what they buy altogether to help reduce waste (Deloitte)

• Water use matters too — people want brands to be more responsible with natural resources (Capgemini)

• 70% say packaging plays a big role in what they decide to buy (McKinsey & NielsenIQ)

• Gen Z and Millennials are leading the charge, caring more about sustainability than older generations (First Insight & Wharton)

• These younger shoppers also prefer organic groceries and green packaging — and they’re holding brands accountable (The Hartman Group)

• Eco-conscious products are selling better online than in-store right now (Statista)

  
  

A few more insights you should know

• 64% of Americans say they’ll pay more for sustainable products — especially younger folks (Porter Novelli)

• Nearly half of shoppers say they’ve become more eco-aware since the pandemic (Accenture)

• Over half of shoppers check packaging for signs that a product is sustainable (GlobalData)

• 67% say reducing plastic waste is more urgent than ever (WRAP)

• 59% are more likely to buy from brands that are transparent about how they’re impacting the environment (Edelman)

• Most people expect companies to take responsibility for their environmental footprint — 76%, to be exact (PwC)

• 43% actively look for brands with strong social and environmental values (EY)

• More than half of shoppers like the idea of circular products — things that can be reused or recycled (Sustainability Reports)

• 62% want to shrink their carbon footprint through what they buy (World Economic Forum)

• Half of consumers are willing to pay a premium for greener brands (BCG)

  
  

Brands that are stepping up

Lots of big-name brands aren’t just talking about sustainability — they’re putting real action behind it:

• 67% of major brands have committed to net-zero emissions by 2040 (Accenture)

• 42% of Fortune 500s have circular economy plans in place (McKinsey)

• 58% of big retailers are working on cutting waste in a major way (Waste360)

• Unilever plans to collect more plastic than it sells and wants all packaging to be recyclable by 2025 (Unilever)

• Patagonia diverts 98% of its waste from landfills, using mostly recycled or renewable materials (Patagonia)

• Nike has cut supply chain emissions by 65% since 2015 (Nike)

• IKEA wants to be fully circular by 2030, using only recycled or renewable materials (IKEA)

• Apple now uses 100% recycled aluminium in Mac and iPad enclosures — and even has robots that can take apart iPhones for parts (Apple)

• Adidas makes over 20 million shoes from recycled ocean plastic every year (Adidas)

• Starbucks is aiming to cut its waste in half by 2030, mainly by promoting reusables (Starbucks)

  
  

What the big picture looks like

• 85% of global companies now publish sustainability reports (KPMG)

• The circular economy is expected to hit $4.5 trillion by 2030 (WBCSD)

• Businesses with solid sustainability strategies make 20% more on average than their competitors (BCG)

• 54% of companies have upped their investment in sustainable tech since 2020 (Deloitte)

  
  

So, what should businesses be doing?

If you’re a business owner or marketer, here’s what this all means:

• Be honest. People can sniff out greenwashing instantly.

• Share your progress. Even if you’re not perfect, transparency goes a long way.

• Take real steps. Focus on things that actually make a difference — like cutting waste, improving energy use, or switching to recycled materials.

• Invest in innovation. New materials and tech can be game-changers for sustainability.

• Price it right. Many shoppers are happy to pay a bit more for greener products — if it feels fair.

  
  

The future is green

Sustainability isn’t just for the eco-warriors anymore — it’s gone mainstream. Consumers are voting with their wallets, and they’re pushing brands to do better.

For businesses, this is a chance to lead, connect, and grow. Go green, stay real, and you won’t just gain customers — you’ll earn their long-term trust.