A recent nationwide study conducted by 3BL, in collaboration with TriplePundit and Glow, highlights a key trend influencing sustainability and social impact in 2025: the increasing emphasis on individual action. The research indicates that 36% of Americans believe individuals—not businesses or government—will be the primary drivers of positive change in social and environmental issues this year. Among highly engaged sustainability consumers, this perspective rises to 41%.
As companies navigate shifting regulations and stakeholder expectations, the demand for corporate responsibility remains strong across political affiliations. The study suggests that while institutional policies may fluctuate, consumers continue to expect meaningful action from the brands they support.
Key Consumer Insights
Political and Generational Differences: While 22% of Republicans believe businesses should take the lead on impact, 25% of Democrats prefer government intervention. Gen Z tends to trust institutions, whereas Baby Boomers (38%) lean toward individual action, though 26% remain skeptical. Business Expectations: Consumers prioritize initiatives around employee well-being (56%), sustainable packaging (54%), and ecosystem restoration (49%). Sustainability Habits: More people are embracing secondhand shopping, reducing air travel, and cutting down on meat consumption. As companies navigate shifting regulations and stakeholder expectations, the demand for corporate responsibility remains strong across political affiliations. The study suggests that while institutional policies may fluctuate, consumers continue to expect meaningful action from the brands they support.
Key Consumer Insights
The 3Bs Framework for Impact Communication
To help businesses align with these evolving expectations, 3BL introduces the 3Bs of Impact Communication:
Blueprint – Establish a strategic plan based on industry trends. Benchmark – Assess and refine approaches to maximize effectiveness. Breakthrough – Deliver compelling messages to the right audience. To help businesses align with these evolving expectations, 3BL introduces the 3Bs of Impact Communication:
This framework provides organizations with a roadmap to engage consumers effectively while driving meaningful change.
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