Sustainability Is Sustainable…

Five months into unprecedented health and economic disruption, new research shows sustainability has moved from a fringe preference into a core imperative across American life. According to a new survey from Genomatica, sustainability is now a top-of-mind issue, with an overwhelming majority (85%) of Americans reporting they’ve been thinking about sustainability the same amount or more during the COVID-19 pandemic.

For example, 86% of Americans say sustainability will be equally or more important when the pandemic subsides, and nearly half (48%) of those who’ve been more sustainable say they’re inspired to find ways to keep being sustainable and 42% realize being sustainable is easier than they thought.

Furthermore, 37% of Americans are willing to pay a little more for sustainable products, even during an economic downturn — and across age groups, Gen Z is the most willing (43%). 

Perhaps most eye-opening given consumer resistance in the past coupled with growing health concerns during the pandemic, Genomatica found that half of Americans are comfortable using natural cleaning products.