New York and Toronto, March 04, 2026 (GLOBE NEWSWIRE) -- Toronto and New York – March 4, 2026 – At a time when headlines suggest sustainability and social impact principles are fading and “woke business” is in retreat, new data tells a different story. The 2026 Conscious Consumer Report from Public Inc., in partnership with Ipsos and Engage for Good, unveils findings that conscious consumerism is expanding, not shrinking, and now represents an ethos tied to 40% of North American purchases, up from 38% last year.
This growth occurred despite inflation, heightened price sensitivity, and intensifying political pushback around ESG and corporate purpose.
“Ethical shopping is not a niche preference,” said Phil Haid, Founder & CEO, Public Inc. “It’s becoming a normalized purchasing driver. The backlash narrative has been loud and constant, but consumer behavior continues to tell a different story and brands should pay attention.”
The Myth of the ‘Woke’ Shopper. One of the report’s most surprising findings: values-driven purchasing transcends both income and political affiliation.
- Higher income no longer predicts conscious consumerism. Contrary to long-held assumptions, sustainable shopping today does not correlate consistently with wealth. Income fluctuates across segments rather than declining steadily from highly engaged “Sustainability Stewards” to less engaged consumers.
- In fact, “Sustainability Stewards” were nearly 2x more likely than disengaged shoppers to say price had a “much greater” impact on their purchasing decisions over the last year, making them the most price-sensitive segment.
- Conservatives shop sustainably too. In the United States, conscious consumerism is only marginally more associated with Democrats than Republicans. In both markets, values-driven purchasing spans party lines. The implication is clear: the conscious consumer is not ideological. It is mainstream.
“If brands are worried about how to speak to divided audiences, this data is clarifying,” added Haid. “The claims that resonate most unify consumers rather than polarize them.”
The Messaging Breakthrough: “Me Now, We Later”
Last year’s Conscious Consumer report identified claims confusion as the single biggest barrier to conscious consumerism. Nearly half of consumers walked away from products with confusing sustainability claims. Among the most conscious shoppers, that number rose to 87%.
In 2026, researchers tested the most common sustainability claims in the market and evolved them using one core principle: emphasize immediate human benefit. Applying this “me now” principle drove positive growth in 71% of evolved consumable claims and 67% of evolved wearable claims. Claim preferences were remarkably consistent across market segments, reinforcing the idea that effective sustainability messaging is not demographic-specific, but human-specific and centered.
The Cost of Corporate Silence & The Confidence Gap
As regulatory scrutiny and cultural tensions around ESG continue, many companies have over-rotated on what not to say. The unintended consequence: a deepening sustainability silence, compounding greenhushing and reinforcing the false narrative that responsible business is collapsing. According to the research, 62% of Canadians and Americans are somewhat or very interested in learning about a company’s social and environmental actions, indicating consumer appetite remains strong. However, nearly three in four consumers report low or no trust in business impact communications, despite high interest in learning more. This “confidence gap” presents both risk and opportunity, as consumers are lacking a belief in products’ and organizations’ actual ability to drive impact.
A Clear Path Forward for Brands
The 2026 Conscious Consumer Report provides practical guidance for navigating today’s complex environment, including:
- Who to target: Conscious consumerism spans income levels and party lines. The market is larger and more politically agnostic than assumed.
- What to say: Human-centered, benefit-driven claims outperform abstract sustainability language.
- Where to say it: Consumers are actively seeking information, and brands that show up clearly and consistently can close the confidence gap.
Across the industry, from agencies to research institutions, leaders are arriving at similar conclusions: sustainability must be reframed in human terms in order to scale and spark action.
“The future of sustainable growth isn’t quieter messaging, it’s clearer, more human communication, delivered where trust is built,” said Caleigh Farrell, VP of Research, Public Inc. “Consumers respond to sustainability and purpose when it feels practical, personal, and grounded in everyday benefit. If we want to grow a sustainable economy, we have to meet people where they are, not where we wish they were.”
Methodology: The 2026 Conscious Consumer Report is based on a survey of more than 2,100 U.S. and Canadian adults conducted in partnership with Ipsos. The study examines evolving attitudes toward sustainability, corporate responsibility, and ethical purchasing, offering actionable insights for brands navigating economic uncertainty and cultural complexity. The survey was conducted online with a nationally representative sample of n=1,003 consumers ages 18+ in the US and n=1,007 in Canada. The survey was conducted October 22-28, 2025. The data has been weighted by age, gender, and region using the latest available census data for each country.
The full report is available at: https://publicinc.com/our-services/#report
About Public Inc.: Public Inc. is an independent creative impact agency helping courageous companies across North America put purpose at the top of the business agenda since 2008. A certified B Corp, Public Inc. believes that companies everywhere can – and should – be a greater force for good in the world and that everyone can #ProfitWithPurpose.
About Ipsos: Ipsos is one of the largest market research companies globally, operating in 90 markets and employing nearly 20,000 people. Our passionately curious research professionals, analysts and scientists have built unique multi-specialist capabilities that provide true understanding and powerful insights into the actions, opinions and motivations of citizens, consumers, patients, customers or employees. Our 75 business solutions are based on primary data from our surveys, social media monitoring, and qualitative or observational techniques. “Game Changers” – our tagline – summarizes our ambition to help our 5,000 clients navigate with confidence our rapidly changing world. Founded in France in 1975, Ipsos has been listed on the Euronext Paris since July 1, 1999. The company is part of the SBF 120, Mid-60 indices, and is eligible for the Deferred Settlement Service (SRD).
About Engage for Good: For more than two decades, Engage for Good (EFG) has been the trusted home for corporate and nonprofit leaders building partnerships that deliver real results. EFG has equipped leaders shaping cause marketing, CSR, ESG, and nonprofit partnership strategy with the connections, best practices, and community they need to build high-impact partnerships that drive both business and social value. With a community of over 19,000 impact leaders, EFG's programs include the annual Engage for Good Conference, The Halo Awards, membership for impact professionals, and consulting services for nonprofits and companies. Learn more at engageforgood.com.
Media Contact:
Tom Suiter, Public Inc./tom.suiter@publicinc.com
Tom Suiter Public Inc. 415.730.6521 tom.suiter@publicinc.com
