Sustainability Survey Key Findings Report

This document is a report detailing the key findings from a sustainability survey conducted by Morning Consult. The survey involved 11,551 online interviews with General Population adults and Active/Casual Lifestyle Brand Purchasers across the US, UK, Italy, Germany, and France. The methodology included demographic representation and oversampling of specific consumer segments. The report highlights that 80% of US active/casual lifestyle brand consumers prioritize sustainability in their purchasing decisions, with a notable increase in the importance of ethical business practices. The findings indicate that consumers are willing to pay more for sustainable products, despite economic concerns. Additionally, the report discusses the impact of social issues on brand perception, noting that many consumers prefer brands to avoid controversial topics. The report also provides comparative data from the previous year's survey, illustrating shifts in consumer attitudes towards sustainability and brand practices.