Today Public First launches the latest Sustainability Sentiment Tracker (2024/5) with 5 lessons for businesses in 2025.

In July 2021, driven by a desire to enable businesses and governments to determine the importance of sustainability issues in the real world, Public First launched the Sustainability Sentiment Tracker (2021).

The Tracker provides answers to a series of questions about what consumers in the UK and the US think when it comes to sustainability and business. We have run the tracker each year since then, asking repeat questions to gather longitudinal data, as well as new questions to reflect the changing political context.

This year, we undertook two nationally representative polls of 2,016 adults in the US and 2,010 adults in the UK across August and September 2024 – asking consumers a series of questions to assess their political, economic and sustainability attitudes.

For the first time we also conducted a price-sensitivity experiment to reveal consumers’ sustainability purchasing preferences. This paper is a short summary of a wide-ranging piece of quantitative research in both the US and UK. The full tables are linked below, but if you would like to speak in more depth about the findings, or discuss ideas for future research, please feel free to contact bertie.wnek@publicfirst.co.uk

Download UK polling tables here: Public First Poll for Sustainability Sentiment Tracker (UK).

Download US polling tables here: Public First Poll for Sustainability Sentiment Tracker (US).