Ipsos Finds Consumers Reassess Sustainability Priorities as Costs Rise
An Ipsos report says consumers remain concerned about climate change but are reshaping their sustainability choices due to living costs and economic uncertainty. Across 15 markets, cost-saving actions such as cutting energy use and waste are gaining traction, while consumers increasingly expect businesses and governments to act. Ipsos also highlights trust, transparency, and health as growing factors in sustainable purchasing decisions.
Ipsos’s Sustainability Reality Check draws on its Market Essentials Sustainability Report 2026 and covers 15 markets. It says climate concern remains elevated, but daily economic pressures are altering how people act. Cost-saving steps, including lower energy use and less waste, are especially appealing.
The report outlines five shifts: renewed urgency, climate viewed as a global issue, selective sustainable behavior, greater expectations for business and government, and health’s link to sustainability. Trust and transparency matter as shoppers struggle to judge genuinely sustainable offerings. Ipsos argues firms should make sustainable options affordable, convenient, resilient, and relevant.
This shift may affect households facing tight budgets, who could favor money-saving green actions over premium sustainable goods. Businesses may face pressure to prove claims and design affordable, transparent options, while governments could encounter stronger expectations to act. If trust remains low, consumer engagement may depend on clear labeling and practical benefits. The impact could be uneven, with price-sensitive groups prioritizing immediate savings over longer-term environmental goals.