The data: While 61% of US consumers told YouGov that sustainability or environmental concerns have at least some influence on the products they choose, the picture changes when consumers are asked what actually matters when making a purchase. Just 14% cite sustainable clothing and production practices as an important consideration.

Why it matters: Consumers may care about sustainability in principle, but it often takes a back seat to more immediate purchase considerations, including price (cited by 66% of adults) and value (60%), and practical concerns such as fit (55%), quality (52%), and design (34%).

That may reflect consumers’ skepticism of greenwashing, as 75% of consumers agree that “brands will slap anything on a label to make money.”

Implications for brands: Brands shouldn’t expect sustainability to sell a product on its own. Instead, they can position it as an added benefit alongside attributes consumers prioritize more highly. A sustainably made shirt, for example, still needs to fit well, look good, and feel worth the price. Sustainability can help close the deal, but it usually won’t be the reason consumers start shopping.

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