A survey of 2000 US consumers by Propel Software has revealed that 68% of adult males and 55% of adult females describe eco-friendly products or causes as important when they make purchasing decisions.

It also found that 44% feel more emotionally invested in companies that follow and demonstrate sustainable business practices.

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In terms of where consumers look to find eco-friendly claim information, packaging comes out on top, with 47% of consumers checking product packaging over company websites or advertisements.

The findings drive home the importance of packaging as a communication tool for brands.

The poll further showed that Americans will spend 33% more on green products in 2024 than in 2023. Consumers plan to spend an average of $12,000 on eco-friendly and sustainable products in 2024, up from the reported $9,000 the previous year.

Almost half (45%) US consumers reported if they discovered that a favourite brand was “greenwashing” its products, they would be likely to purchase from an eco-friendly competitor instead.

Propel Software CEO Ross Meyercord commented: “Those brands that accurately communicate their environmental practices to consumers are being rewarded with loyal customers who are spending more with them. Green companies partnering with green consumers makes for a happy, healthy planet.”

In late 2023, a report found the practice of greenwashing was pervasive in beverage packaging, especially concerning claims of plastic bottle circularity.