Sustainability report & rankings 2025

With the Trump administration’s rollback of government-mandated environmental protections, are US consumers also shifting their stance on sustainability? And how committed are they really to buying sustainable products amid the impacts of tariffs and rising prices?

Dive into YouGov’s latest research, exploring five distinct consumer segments who differ in behavior based on their attitudes toward sustainability. The analysis, debuted in a live webinar, reveals how environmentally-minded and green rejecting consumers rank brands differently across various sectors—including airlines, fashion, food, travel, and more—giving you a clearer picture of the polarization of America’s consumer landscape in 2025.

What you’ll learn:

• An overview of the sustainable consumer segments—and the methodology behind our findings
• Key demographics of each segment, including Planet Protectors, Price Point Green, Green When Keen, On the Green Fence, and Green Rejectors
• In-depth analysis of attitudes, celebrity followings, and notable differences between the groups
• Brand rankings across 12+ sectors—including airlines, car brands, fashion, finance, food, and more—showing which brands are winning or losing with sustainability-conscious and green-rejecting consumers

Meet the speakers

Emma Baret, Research Solution Partner, YouGov

Emma Baret is a marketing-led consultant with 25 years of experience in market research, working with global and local clients across various industries. As a Senior Research Solution Partner at YouGov, she adds superior value to projects and analyses through our connected data solutions, often looking beyond the data themselves. Emma has built her career collaborating with major industry players to help them define or refine their marketing and sales strategies using meaningful data streams and insights. Her passion for uncovering actionable insights drives her commitment to delivering exceptional results for her clients.

Sean Collins, Director of Data Products, Client Services, YouGov

Sean Collins is Director of Data Products, Client Services at YouGov. Since joining the company in 2022 his team has helped brands, agencies and media owners leverage YouGov’s suite of data products for planning, strategy, activation, and tracking of campaigns. Prior to joining YouGov, he spent the better part of a decade leading market sizing and forecasting studies in the healthcare space. He is passionate about telling stories with data and finding unique ways to solve client challenges using YouGov’s deep well of syndicated data.

Whitney Dailey, EVP, Purpose, Allison

Whitney Dailey is a recognized leader in purpose brand strategy and impact leadership, with 15 years of experience at the intersection of purpose and communications.

At Allison, Whitney serves as Executive Vice President, Purpose and leads the agency’s Purpose Center of Excellence – a dedicated team specializing in Purpose brand strategy and impact leadership, backed by Allison’s global network of more than 1,000+ creatives and storytellers. In this role, Whitney helps clients establish, communicate and measure impact goals and strategies, as well as build breakthrough social impact programs and thoughtful, strategic Purpose programs and initiatives from the ground up.

Matthew McGuinness, Brand Director, Impact & Influence

Matt McGuinness brings over two decades of experience in graphic design and branding to his role as Brand Director at Impact & Influence. He specializes in crafting meaningful visual narratives that not only resonate with audiences but also drive impact and catalyse change.

His career spans leadership roles (stateside) at renowned agencies such as Ogilvy, Grey/G2, and Young & Rubicam, where he led dynamic design initiatives for iconic brands, including Kmart, UL, Motorola, Panasonic, and The Wall Street Journal and at Fabrica, a communications think tank, in Italy, working for Benetton, United Nations Volunteer Organisation, UNICEF, WWF and Colors Magazine. In addition to agency work, he founded two NYC-based studios: The Visual Mafia, an award-winning design as social activism communication studio, and The 62, a design turned art collective specializing in experiential public art informed by design thinking. These ventures reflect Matt's passion for merging creativity with purpose, especially in addressing social and cultural issues.

Elizabeth Twersky, VP of Product Design, Horizon Media

Elizabeth Twersky is Vice President of Product Design for blu., Horizon Media's AI-Native Growth Platform. In this role, she is responsible for driving innovation at the intersection of data, technology, and media, designed to fuel growth for clients. With over 13 years of experience, Elizabeth brings a strategic, client-first mindset to building solutions that turn complex data into actionable insights and measurable outcomes. She started her career at Razorfish, where she built a foundation in digital marketing and technology, a background that continues to shape and influence her work today.

She earned her degree from the College of the Holy Cross, majoring in Political Science with a minor in Economics. Known for her collaborative approach and ability to bridge strategy with execution, Elizabeth sits on the IAB Board of Directors and is a voice in industry conversations around data innovation, media transformation, and the evolving expectations of modern marketers. Her work helps shape how brands leverage technology to stay ahead in an ever-changing landscape.

YouGov

YouGov is a global market research and analytics company, providing insights into what the world really thinks, does, wants and buys.

To do so, we connect daily with our engaged members around the world to gather their thoughts, behaviors, and opinions. This commitment to real-time interactions with real people enables us to ensure that our research data is powered by reality.

As a YouGov member, your opinions and behaviors are valued and rewarded. Whether you’re answering questions or scanning your shopping, the data you share helps companies, brands, and governments to better understand your reality and make decisions that support your needs.

YouGov /Research Reality