A survey that was conducted by a global environmental technology company called GreenPrint discovered that Americans are more than willing to pay a premium for environmentally friendly products, but 74% don’t know how to identify them.

In addition to those findings, 78% of respondents said they’re more likely to purchase a product that is clearly labeled as environmentally friendly.

Pete Davis, CEO, and Co-Founder of GreenPrint says: 

“Businesses are in a bind. Broadcasting sustainability would capture an untapped consumer base but also sow distrust. We’d suggest they follow the data. Third-party validation helps certify progress in the eyes of consumers, and the process of carbon offsetting, which is easy to measure and communicate, helps create tangible benchmarks. Both are good tools for building trust. It’s about exploring your trustworthy methods of communication, then selecting one that aligns with your objectives.”

The survey was done in February of 2021, sampling over 1000 adults ranging from 18 years and older. 

Other findings within the survey were that 77% of Americans are concerned about the environmental impacts of the products they’re purchasing, and 76% of individuals would switch their preferred brand if they were offsetting carbon emissions.

“Companies must build trust and loyalty by clearly demonstrating that they share environmental goals with their customers. Defending and preserving our planet is not only the right thing to do, it’s good business. Companies that are able to navigate the business of sustainability will be best positioned for future success.”- Pete Davis