Sustainability

76% of Americans Want Sustainable Products—but How You Define That Matters

In an Adweek-Morning Consult survey, respondents said 'biodegradable' was most appealing

sustainability-terms-consumers-2021 — Just one-fifth of consumers said sustainability is the most important factor when buying a product.Photo Illustration: Adweek; Unsplash, Morning Consult

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Say you’ve got a sustainable product ready for market. What’s the best way to grab consumer attention?

To get an idea of which sustainable attributes are most important to consumers, Adweek teamed up with intelligence company Morning Consult to ask them directly.

Sustainability is important, but so is cost

According to the survey, sustainability is an important factor to a strong majority of consumers when they’re choosing what to buy—but it’s not as important as cost.