Actions, Behavior Changes, and Support Needed

Convenience Drives Environmental Action, Study Finds

As shown in parts 1 and 2 of this 3-part article series, residents in Minnesota, Wisconsin, Illinois, Indiana, Michigan, Ohio, Pennsylvania and New York, comprising the U.S. Great Lakes region, report strong concern and high knowledge about climate change aspects and the causes. The data from the 2024 EcoFocus Research Sustainability Survey shows that these concerns and knowledge translate into action, albeit at varying levels.

For a majority of residents (80%) environmental considerations influence purchase decisions and product use. This rises to 86% among Millennials, indicating stronger environmental considerations in younger adult consumers (Graph 3.1).

When asked about eco-friendly behaviors, the data indicates a clear hierarchy of green behavior adoption is based on convenience and available infrastructure, in other words, easy solutions are adopted more widely than those requiring more effort. For example, the widespread use of reusable water bottles (76%) and cold-water laundry practices (72%) demonstrates the successful adoption of convenient environmental behaviors. However, more complex or infrastructure-dependent actions see significantly lower participation, exemplified by composting kitchen waste reported by 34% or taking empty bottles or containers to be refilled at the store by only 30%. The difference between simple and complex behaviors highlights how convenience influences adoption rates.

Not surprisingly, direct individual environmental activism remains limited. Only 17% of U.S. residents in the Great Lakes region signed an environmental petition, 15% report donating to environmental causes, and just 8% participate in environmental groups – a stark contrast to the higher rates of individual behavioral changes. This difference between signing a petition or financial support and active participation highlights again the difference between easy and complex behaviors. Even though signing a petition or donating money appear to be lower barriers and more convenient solutions for environmental involvement (17% and 15% respectively) over more complex alternatives like volunteering and getting involved in environmental groups (8%), there is significant room for improvement in all three areas.

A less complex behavior when it comes to environmental choices can be buying a “greener” product or product with better packaging. Shopping habits in the region demonstrate the growing environmental consciousness through shopping behaviors, particularly regarding packaging. The data shows 64% are actively seeking recyclable packaging, while 56% specifically look for beverages with reduced plastic packaging – both rates notably higher than in the rest of the nation (Graph 3.2).

Generational differences are significant in purchasing behavior: 64% of Gen Z report changes in their purchasing decisions due to packaging concerns, compared to only 27% of Boomers – a striking 37-percentage point generation gap. The overall 41% rate of changed purchasing behavior indicates substantial demand for environmental options.

Besides their own actions, residents are looking for institutional support for environmental change. 52% believe too little is spent on environmental protection and 44% want increased alternative energy investment. When considering how companies should take climate action, residents prioritize waste reduction (43%), pollution reduction (38%), and water use reduction (19%), showing a clear hierarchy of expected corporate actions (Graph 3.3).

What this means for businesses:

Businesses in the region should focus on making sustainable choices more accessible and convenient for consumers. Consumer expectations provide a clear roadmap for corporate environmental initiatives, particularly highlighting the importance of visible waste reduction efforts. Companies should consider creating programs that bridge the gap between environmental concern and action, possibly through consumer education initiatives or by making environmental participation a seamless part of the customer experience, including reuse and recycling options.

What you can do about it: 

Reducing greenhouse gas emissions and combating climate change starts with mindful actions. Advocate for increased governmental support for environmental protection, renewable energy, and sustainable policies. Support local environmental action groups working to implement change in your community. By advocating, and actively supporting initiatives, you can contribute to a healthier, more sustainable Great Lakes region and planet.

This is part 3 of a 3-part series exploring environmental sentiment, knowledge, and actions of residents in the U.S. Great Lakes region. Findings are derived from data gathered in the EcoFocus Research 2024 Sustainability Survey. You can find Part 1 HERE and Part 2 HERE.

Continue the conversation! Join CGLR and EcoFocus on April 24 for a webinar where we will be addressing these findings and breaking down consumer sustainability trends in the Great Lakes region. Learn more and register HERE!

About EcoFocus:

EcoFocus Research is the leading market research company specializing in sustainability research and insights. They have been the trusted source for understanding consumer behavior and attitudes since 2010. Their work encompasses everything from climate change and recycling to responsible packaging and health and nutrition. With insights that transcend specific industries, EcoFocus Research empowers companies to navigate the ever-evolving landscape of sustainable consumer behavior. EcoFocus is exclusively focused on sustainability. And the EcoFocus team collectively has decades of experience in the field

Authors:

Jerry Croft, Chief Executive Officer, EcoFocus Research

Elinor Gaida, Vice President Research & Strategy, EcoFocus Research

Michael Croft, Vice President Business Development, EcoFocus Research

Methodology:

The EcoFocus Sustainability Survey examines U.S. consumer attitudes and behaviors about sustainability and the trends impacting businesses today. EcoFocus has conducted the annual survey, which lasts about 20 to 25 minutes in duration, since spring 2010, completing the most recent version in June and July 2024. The margin of error is +/- 1.55%. The study is nationally representative of Americans, ages 18 and up, balanced to the U.S. census. U.S. Gen Pop (n=4,002) and Grocery Shoppers (n=3,899).