Research from Sustainable Brands and Ipsos reveals high levels of environmental concern but a global misperception on the most impactful sustainable behaviors — with a belief that recycling will yield bigger benefits than eating plant-based diets, increasing energy efficiency, and 58 more impactful choices.

But people want to live sustainably, they understand their power as consumers to influence brands to take responsibility as well. In the US, 69 percent of respondents agreed that they believe they can influence companies to do better by buying from them when they do. Globally, 69 percent say they try to purchase products from brands that act responsibly, even if it means spending more. READ MORE