How hard is it for Americans to live sustainably?

This story version has been formatted as an on-air script for broadcast outlets. See the original research story here.

HOW ENVIRONMENTALLY FRIENDLY IS YOUR LIFESTYLE? ACCORDING TO A NEW SURVEY, MORE THAN HALF OF AMERICANS BELIEVE IT’S ‘NEAR IMPOSSIBLE’ TO LIVE GUILT-FREE IN THEIR HOMES WHEN IT COMES TO SUSTAINABILITY (57%).

THE POLL OF 2,000 AMERICANS FOUND THAT 40% CONSIDER THEIR LIFESTYLE ‘SOMEWHAT ENVIRONMENTALLY FRIENDLY,’ WHILE 28% SAID THEY ARE LIVING A ‘VERY ENVIRONMENTALLY FRIENDLY’ LIFESTYLE, ESPECIALLY MILLENNIALS (42%).

CONDUCTED BY ONEPOLL ON BEHALF OF SEVENTH GENERATION, THE STUDY ALSO REVEALED THAT 73% SAY PART OF LIVING SUSTAINABLY IS THE IMPORTANCE OF KNOWING THE INGREDIENTS IN THE PRODUCTS YOU USE OFTEN.

MILLENNIALS (79%) AND BABY BOOMERS (65%) ARE PARTICULARLY KEEN ON UNDERSTANDING WHAT’S IN THEIR PRODUCTS, AND IN THEIR HOMES.

DESPITE THIS, ONE IN SIX AMERICANS ADMIT THEY’RE NOT WELL-INFORMED ABOUT THE INGREDIENTS IN THEIR COMMONLY USED PRODUCTS, WITH GEN Z FEELING THE LEAST INFORMED (19%).

Survey methodology:

This random double-opt-in survey of 2,000 general population Americans was commissioned by Seventh Generation between August 16 and August 21, 2023. 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).