With their sustainability sentiment score dropping from 51 last year to 49 this year, US consumers trail behind their global counterparts in environmental consciousness. As per the latest Global Vo

ces survey by direct-to-consumer firm ESW, the list is dominated by India, the United Arab Emirates, and China with scores of 75, 74, and 70 respectively, while countries like Japan, Germany, the UK, Switzerland, and Canada scored lower.

Martim Avillez Oliveira, Chief Revenue Officer, ESW, notes, consumers’ attitudes towards sustainability are heavily influenced by their geographic location. Despite longstanding efforts to promote environmentally responsible choices, factors like inflation continue to impact consumer behavior in the US.

The survey also highlights generational differences, with younger demographics showing higher sustainability concerns. Globally, Gen Z led with a score of 61, followed by Millennials at 60, Gen X at 53, and Baby Boomers at 49. In the US, Millennials scored highest at 59, though their score decreased from the previous year.

ESW identifies a significant portion of ‘environmentally attuned shoppers,’ with one-third scoring above 80 in the survey. Additionally, more than half of respondents worldwide indicated an increased awareness of greenwashing, with 27 per cent considering a brand's environmental transparency when making purchases.

The report emphasises the importance of brand authenticity, with 63 per cent of global respondents valuing truthfulness and transparency regarding a company's environmental credentials. Conducted online, the survey gathered responses from over 18,600 adults across 18 countries, ensuring representation of key demographics in each nation.