Study Finds: Great Lakes Residents Show Understanding of Environmental Facts, but Struggle with Making Green Choices
Climate change acceptance and efforts to lead an eco-friendly and sustainable lifestyle has become a broad trend in the U.S. However, without knowledge of the contributors to climate change, we as a nation and each of us individually, will not be able to effectively reduce ongoing environmental damage and make a positive impact on preventing climate change.
The good news is that the 2024 EcoFocus Research Sustainability Survey revealed that U.S. residents in Minnesota, Wisconsin, Illinois, Indiana, Michigan, Ohio, Pennsylvania and New York (the U.S. Great Lakes region) show clear understanding of key environmental aspects that are contributing to climate change. Most, 78%, understand that methane is a significantly more potent greenhouse gas than CO2. Similarly, 83% are aware of low plastic recycling rates in the U.S. and 70% understand that plastics can only be recycled a few times before becoming unusable for further recycling, making our ever-growing rate of plastic production an increasingly pressing problem.
Knowledge levels are high across the different age cohorts, indicating that there is broad understanding in the entire Great Lakes population (Graph 2.1).
The survey data also indicates that knowledge about climate impacts is connected to priorities for environmental protection. Among residents who consider environmental factors when making purchase decisions, clear priorities around environmental efforts emerge. These include reducing plastic use, rated highest at 69%, followed closely by limiting household garbage at 67%, and supporting companies that protect rainforests, coral reefs, or other ecological areas at 65%. Not surprisingly, across the different age ranges, priorities are of similar importance. However, Gen Z puts more importance on supporting companies that align with clear priorities of protecting natural habitats (Graph 2.2).
Despite the robust baseline knowledge seen in the research data, significant confusion exists about how to translate knowledge into practical environmental choices and habits. More than half of the residents (54%) find it difficult to determine which choices to make for an eco-friendlier home and lifestyle. This confusion is particularly pronounced among younger generations, with 67% of Gen Z expressing uncertainty about eco-friendly choices (Graph 2.3). This data implies that while younger consumers are equally informed, this does not help them feel confident about making more sustainable choices. This may indicate that they have a more critical view about what choices and products are truly eco-friendly than Gen X and Boomers.
Furthermore, the gap between environmental knowledge and practical lifestyle choices creates issues. While 84% agree that reducing waste and pollution is “just common sense,” the fact that 54% struggle with what choices to make reveals a significant deficit in eco-friendly options and/or lack of awareness of available choices (Graph 2.4).
In summary, the knowledge patterns reveal several key insights about regional environmental understanding. First, residents show stronger comprehension of technical environmental concepts (e.g., methane’s impact as greenhouse gas and low recycling rates) than practical application (low confidence in making environmental choices).
Second, the high awareness of plastic recycling limitations coupled with strong interest in plastic reduction suggests that knowledge of environmental challenges directly influences priority setting. Third, the generational differences in practical application of environmental goals, particularly among Gen Z, indicate a need and opportunity for better environmental solutions and education to create awareness of and trust in these solutions.
What this means for businesses:
Educating consumers in the Great Lakes region will be key for businesses and organizations establishing themselves as environmental leaders. Targeted communications to reach people, specifically younger cohorts, needs to consider varied channels including social media in addition to traditional channels. Having the research to understand appropriate communication channels and tailored messaging will be essential in communicating how businesses can be the solution for consumers trying to make smart environmental choices.
What can you do about it:
Reducing methane emissions and addressing climate change starts with mindful choices. Reduce food waste by planning meals and composting scraps, as decomposing waste in landfills emits methane. Consider reducing meat consumption or opting for a plant-based diet, as meat and especially beef, contributes to methane through livestock farming. Support renewable energy by choosing green energy options if available and using energy-efficient appliances. Seal your home to prevent energy loss and reduce heating and cooling needs. Small, consistent actions collectively drive impactful change for our planet.
About EcoFocus:
EcoFocus Research is the leading market research company specializing in sustainability research and insights. They have been the trusted source for understanding consumer behavior and attitudes since 2010. Their work encompasses everything from climate change and recycling to responsible packaging and health and nutrition. With insights that transcend specific industries, EcoFocus Research empowers companies to navigate the ever-evolving landscape of sustainable consumer behavior. EcoFocus is exclusively focused on sustainability. And the EcoFocus team collectively has decades of experience in the field.
Authors:
Jerry Croft, Chief Executive Officer, EcoFocus Research
Elinor Gaida, Vice President Research and Strategy, EcoFocus Research
Michael Croft, Vice President Business Development, EcoFocus Research
Methodology:
The EcoFocus Sustainability Survey examines U.S. consumer attitudes and behaviors about sustainability and the trends impacting businesses today. EcoFocus has conducted the annual survey, which lasts about 20 to 25 minutes in duration, since spring 2010, completing the most recent version in June and July 2024. The margin of error is +/- 1.55%. The study is nationally representative of Americans, ages 18 and up, balanced to the U.S. census. U.S. Gen Pop (n=4,002) and Grocery Shoppers (n=3,899).
This is part 2 of a 3-part series exploring environmental sentiment, knowledge and actions of residents in the U.S. Great Lakes region. Findings are derived from data gathered in the EcoFocus Research 2024 Sustainability Survey. You can find part 1 HERE.
CGLR’s business and sustainability network programming is supported by the Fred and Barbara Erb Family Foundation.
