What: A NRF study shows that 80% of American customers consider desirable to reach full sustainability within 2030.

Why it is important: That’s an evolution in terms of customer mindset that could force major US retailers to act, at last.

Environmental concerns have notably risen among U.S. consumers, with over half now viewing them as a very serious issue, marking an 18-point increase over the last decade, according to recent findings from GfK Consumer Life. This growing awareness spans all demographics, underscoring a unified shift towards prioritizing sustainability.

However, while recognition of these issues has grown, actual knowledge about how to address them has declined, with only 59% of Americans feeling knowledgeable about environmental topics in 2023, down from 73% in 2010. Particularly, Gen Z feels uncertain about how to contribute to sustainability, though their willingness to engage has increased significantly.

The concept of circularity is gaining traction as consumers explore actions that yield high environmental impact. The appeal of a waste-free lifestyle is strong, with 80% of Americans considering it achievable within two decades. This shift is reflected in consumer behavior, with nearly half of the population purchasing secondhand items in 2023. The trend towards secondhand shopping, once more common among lower-income groups, has expanded to include higher-income consumers.

US customers are increasingly concerned by sustainability