Some 36% of US citizens believe that individuals – rather than businesses or the government – will be the biggest driver of positive change on environmental issues this year, according to a new study by 3BL.
The report, entitled 2025 is the Year of the Individual, and conducted alongside TriplePundit and Glow, found that among eco-conscious consumers, this belief in ‘people power’ is even more pronounced, with more than two fifths in favour.
‘Our national study shows that 36% of Americans believe individuals – not government or business – will drive the greatest positive impact on social and environmental issues this year,’ 3BL said in its introduction to the report. ‘This view spans political lines and is even stronger among sustainability-conscious consumers, with 41% favouring individual action.’
Business focus
Consumers still expect businesses to do the right thing on ESG issues – around a third (35%) want businesses to play an even larger role in social impact, while a similar number (33%) expect social impact initiatives to remain stable.
Elsewhere, more than half of US consumers (54%) are seeking expanded reusable/recyclable packaging options, while close to half (49%) prioritise local ecosystem protection.
Political views
Unsurprisingly, given the polarised nature of the recent US general election, political differences also shape consumers views – Republicans (22%) favour business-led solutions and Democrats (25%) lean on government action.
On a generational level, Baby Boomers (38%) have the highest faith in individual efforts, though around a quarter (26%) remain skeptical. Gen Z, on the other hand, tends to trust institutions more.
Elsewhere, changes to consumer behaviours are reflecting growing sustainability consciousness, with more people shopping secondhand, reducing air travel, and cutting meat consumption, according to the study. Read more here.
