Consumers Rank Importance of Sustainable Products Higher Than Ever Before

2022 Butterly consumer opinion survey shows a marked increase since 2014

(Toronto, ON) – In honour of Earth Month, Butterly, the consumer insights and brand community-building platform, conducted its annual Sustainability Survey (results: here), a temperature check on consumer demand for “green” products and packaging, which this year revealed some noteworthy increases. Since 2014 the survey has delivered more than a representative sample* of Americans and Canadians who have resoundingly been making a cry for more sustainability – in packaging, product ingredients and offering at retail. Critical to note that in 2022 vs. 2014, there has been a 35% increase in consumer interest in sustainable products and packaging (96.2% vs. 61% respectively).

“Certainly, the heat dome and  massive drought in the western US, stronger NorEasters and hurricanes, flooding, forest fires and other extreme weather across North America have made people more aware than ever of climate change, thereby fostering a desire to be kinder to the planet,” says Lou Bridda, CEO, Butterly. “However, I think this also demonstrates the stronghold that Millennial and Zennial values-based consumer behaviours are taking overall.”

Other important highlights of the 2022 survey results include:

  • 96.2% of survey respondents said that they care or somewhat care about products with a sustainability focus
  • Natural and organic products have risen in importance with 10% only purchasing natural and organic products and 47.7% stating that it’s very important and prefer over conventional products 
  • For those that don’t purchase natural products, price continues to be a barrier. 57.4% of respondents state that they do not purchase natural products as they are more expensive than conventional products, 19.3% stating that natural products are  difficult to find within stores and 13.7% concerned about product effectiveness
  • 54.8% of survey respondents would buy more natural and sustainable products if they were more available in stores, with 44.2% agreeing but that it really comes down to price 

“As awareness and mindshare for sustainable products and packaging grows, so do consumer voices and habits,” adds Bridda, “I think the message for brands, most of which have a sustainability directive at this point, is to double down on those efforts or start to lose market share.”

About Butterly:

Butterly is the community-building software that powers websites connecting brands with consumers interested in trying and reviewing products. Butterly also powers ChickAdvisor  Canada’s first and most trusted ratings and reviews platform for women, (for men) and (for families).

*more than 1100 respondents with 95% confidence and +/- 3% margin of error


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