In partnership with Morning Consult, U.S.-based financial services firm Stifel surveyed 4,756 U.S. consumers aged 18 to 55 who are interested in active/casual lifestyle brands, as well as an additional 5,259 consumers in the U.K., Germany, France, Italy and China about their sustainability behaviors. The study shows an increasing emphasis on sustainability across the globe that underscores the importance for brands to define and communicate sustainability initiatives to an attentive consumer set. Across all markets surveyed, more than 70 percent of the consumers claimed they care more about product sustainability than they did a year ago, and about 60 percent find out about a brand’s sustainability practices before buying a product for the first time. About half of people have already boycotted brands for sustainability reasons.
In conjunction with the survey, financial specialist Stifel has introduced the Stifel Sustainable Lifestyle Brands Index, which ranks brands in the U.S. based on active/casual lifestyle consumers’ perceptions of the brands’ sustainability practices. The brands were evaluated on three sustainability criteria: environmental, social and ethical business practices. The ten brands with the highest overall scores among U.S. consumers surveyed include (in this order):
- The North Face
- Hydro Flask
- A four-way tie between Puma, Rothy’s, Yeti and Columbia