Helping manufacturers and retailers align with what eco-conscious customers believe are the most important aspects of sustainability.
Sustainability is going mainstream this year. But with so many definitions and claims flying around, it’s no wonder consumers (and businesses) are left scratching their heads. If you’re a manufacturer or retailer on a mission to do better for the planet and your customers, then understanding what really matters to people when they make a sustainable purchase is step one.
This article dives into the latest data from the 2025 Sustainable Product Index Report to unpack what buyers are actually looking for. And spoiler alert: it's not always what businesses think.
When asked which sustainable factors matter most:
Materials matter. And not just because they sound good on paper. Shoppers are increasingly aware of things like plastic content, biodegradability, and the overall carbon footprint of raw materials.
There’s also a strong focus on practical impact. Customers want to know: Will this product actually help me live more sustainably? If the answer is yes, they’re far more likely to hit "buy."
Eco-conscious customers do their homework. When asked the question “When considering everything you purchase, how often would you say sustainability plays an important role in your decision-making?”
When asked about the amount of research done before a product purchase:
The takeaway? People are looking. If you don’t clearly communicate your product’s sustainable features, you risk being left out of the comparison.
When asked about which product categories matter most from a sustainability point of view, the top 3 responses were:
It’s worth noting: businesses may be shouting about things customers aren’t actually listening for and there seems to be a misalignment between what businesses vs consumers think sustainability is. The opportunity? Reframe your messaging (and product design, if needed) around what people care most about.
Which brings us to the real heart of the matter…
Anyone can download a copy to gain access to business insights that are helping manufacturers and retailers benchmark themselves on sustainability issues.
If you take one section of this article as a takeaway, let it be this one. Why? Because these are the specific features that customers (not businesses or environmentalist's) say matter most to them when making a sustainable purchase. These aren’t necessarily what’s best for the planet or easiest for your business to implement. They are, however, the real-world factors that influence buying decisions.
Half of all respondents said the materials a product is made from is their number one priority. They want transparency around what goes into a product - especially when it comes to plastic, cotton, metals, and packaging.
Remember: customers don’t expect perfection, but they do expect honesty. Clear material information builds trust.
It’s not just about your business reducing waste - it’s about how your product helps them reduce theirs.
Buyers are often juggling busy lives and don’t want extra work. If your product helps them reduce their footprint without sacrificing convenience, that’s a win.
Fast fashion and throwaway culture are on the decline. People want products that last.
A product that looks good today and still works next year will always feel like a smart, sustainable purchase.
Packaging is the first impression. And for eco-conscious consumers, it matters a lot.
Over 57% of businesses surveyed in the SPI report offer fully recyclable packaging. That means expectations are high, and anything less might feel like a letdown.
So, now you understand the most important sustainability issues for customers who are looking to make planet-friendly purchases. Here are some steps you can take to align your business with those values.
Don’t be tempted to embellish your green-credentials - greenwashing is not the way to get ahead, people are not so easily fooled and its just bad business. Nobody expects perfection and you’re more likely to win a loyal customer if you admit where you need to do better and show you’re on a journey to improve.
Show actual data and use verifiable methods for promoting your sustainability credentials wherever you can.
Some consumers are starting to pay more attention to wider environmental, social, and governance concerns like:
These may not be top priorities yet, but getting ahead of the curve is never a bad thing. If you dont have one already, it might be time to consider implementing an ESG or Sustainability Plan in your business and making that available for potential customers to learn about.
You don’t need to do everything at once. But if you want your sustainability efforts to resonate, start by focusing on the things your customers care about most.
Lead with the materials. Highlight the energy-saving benefits. Show how your products make sustainable living easier. Because the truth is, when people believe your product will help them make better choices, they’re far more likely to choose it.
Want more practical advice on building a more sustainable product business? Explore the rest of our articles and sign up for the newsletter - no greenwashing, just real-world ideas to help align businesses align with eco-friendly consumer expectations.
