Green Nation: 55% of Americans ready to dump brands that aren’t eco-friendly

NEW YORK — Fifty-five percent of Americans say they’d “break up” with a brand if they found out it wasn’t eco-friendly, according to a new survey. A recent poll of 2,000 adults finds that 44 percent feel more emotionally invested in companies that show sustainable business practices.

According to the data, Americans are predicted to spend 33 percent more on green products from sustainable businesses in 2024 than in 2023. Consumers plan to spend an average of $12,000 on eco-friendly products this year, up from the reported $9,000 in the past year on sustainable products including electric cars, household cleaners, small and large electronics, and appliances.

Commissioned by Propel Software and conducted by OnePoll, the study finds that 68 percent of men and 55 percent of women say eco-friendly products or causes are important when making purchasing decisions. Nearly half of all respondents (46%) consider themselves “brand loyal” and strongly prefer to buy from specific companies over their competitors. Almost one in four Americans (23%) refuse to purchase a product or brand solely because it’s not environmentally friendly. 

infographic on consumer brand loyalty and eco-friendly products
(Credit: SWNS)


“Transparency is important to consumers, and brands should take note if they want customers to continue to be brand loyal. The majority of respondents (65%) say they will look for environmental claims when making a purchase,” says spokesperson Ross Meyercord, CEO of Propel Software, in a statement. “Today’s consumers are savvy and not easily tricked, as 42 percent said they can tell when a company is trying to ‘greenwash’ what they do.” 

Forty-five percent of U.S. consumers report that if they discovered a favorite brand was “greenwashing” products, they would likely purchase from an eco-friendly competitor instead. 

Consumers are looking at product packaging (47%), on brands’ websites (35%), and via advertisements (21%) as the top places to determine which brands are green and which ones aren’t when making purchases.  

Popular eco-friendly items people plan to purchase in the next year include products made from recycled materials (36%), organic or locally sourced groceries (35%) and energy-efficient home appliances (24%). 

“Data shows consumers, regardless of political affiliation, are putting their hard-earned money towards brands and products that elevate environmental causes,” says Meyercord. “And, those brands that accurately communicate their environmental practices to consumers are being rewarded with loyal customers that are spending more with them. Green companies partnering with green consumers makes for a happy, healthy planet.” 

Survey methodology:

This random double-opt-in survey of 2,000 general population Americans was commissioned by Propel Software between January 9th and January 24th, 2024. It was conducted by market research company OnePoll, whose team members are members of the Market Research Society and have corporate membership to the American Association for Public Opinion Research (AAPOR) and the European Society for Opinion and Marketing Research (ESOMAR).


  1. Anyone who thinks EVs are less polluting for harmful than regular cars is either naive or ignorant of what is involved in the mining of the battery materials, the manufacturing process and the inability to dispose or or recycle the Lithium batteries.

    1. Because, they cannot find a replacement and it’s easier to complain than act. Reminds me of Streisand and Cher who swore they would leave the country if Trump won. He did…and they stayed.

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