Two-thirds of Americans say they’re willing to pay more for sustainable products, even when no one else knows they’re doing it, according to new national research released today by Northwind Climate and Ceres. The findings, published in From Intention to Action: Inside the Mind of the Sustainable Consumer, reveal an increased intent to buy sustainably over the past two to three years, but trust, clarity and value still determine whether consumers follow through.
The findings also point to a clear imperative for businesses responding to this demand.
“Through our work, we’ve seen that companies remain committed to delivering on their sustainability commitments because they understand that this is what their customers demand,” said Dan Saccardi, Program Director of the Ceres Company Network. “The more that companies can convey the tangible sustainability benefits of their products and services, the greater resonance they have with their customers.”
From Climate Values to Buying Behavior
The joint report draws from monthly surveys of more than 2,500 U.S. adults and Northwind Climate’s proprietary analytics, which show that three in four consumers now actively or passively prefer sustainable products. More than half say their interest in buying environmentally friendly goods has grown in just the past three years. Yet barriers like cost, perceived quality and credibility still drive many to opt out at the point of purchase.
The research uses Northwind Climate’s Value Segmentation model and its five consumer segments – from highly motivated “Climate Doers” to doubtful “Climate Deniers” – showing that psychology, not demographics, best predicts sustainable purchase behavior.
Messaging That Earns Trust
The study also tested the most and least effective sustainability messages. Consumers responded most strongly to concrete, practical and benefit-driven statements, such as:
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“We are making products that last longer and can be recycled.”
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“We’re choosing cleaner ways to power our factories.”
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“Cutting waste saves money that we reinvest in our people and communities.”
By contrast, messages heavy on jargon, politics, advocacy or distant goals – such as references to “Scope 3 emissions” or “climate justice” – performed significantly worse, often reducing trust and engagement.
Turning Insight Into Opportunity
These findings underscore the importance of using sustainability as not just a messaging exercise but as a trust measurement. To turn intention into action, companies and brands must show real progress in ways consumers can see and understand. Transparency, specificity and everyday relevance are now the most powerful drivers of credibility and growth. Consumers are demanding action, not ambition.
“The intent is there. The opportunity is real. But brands must earn consumers’ trust,” said Aaron Burgess, Partner at Northwind Climate. “Consumers are telling us they want to do the right thing – but they need proof that brands are doing it too.”
