A national survey conducted by ThinkNow from March 20 to April 4, 2023, highlights differing attitudes toward sustainability among Americans, particularly by generation and household income. Millennials show the highest concern for environmental issues and are more likely to support sustainable practices, while younger generations and higher-income groups are more willing to incur financial costs for eco-friendly policies. Key findings indicate that while reducing food waste and recycling are prioritized, owning an electric vehicle is least important, with cost being the primary barrier for various demographics.

1. Sustainability Report
April 2023

2. To commemorate Earth Day and Arbor Day,
ThinkNow conducted a nationally representative
quantitative consumer research study to identify
sustainability policies that Americans support
and to highlight their views on environmental
concerns.
Background/Methodology
Survey Method
Field Timing
› Online via ThinkNow Research’s
Omnibus Study
› March 20 – April 4, 2023
Methodology
Regional Coverage
› National
Screening Criteria
› 18 to 64 years of age
Base Size
› 2,050

3. Key Insights
Our nationwide survey revealed that an individual's likelihood to support or engage in sustainability practices differ
significantly by generation.
• Overall, Millennials expressed the most concern about the environment and placed more importance than other generations on
sustainability practices.
• Millennials were the most likely to believe that sustainability practices can have a positive impact on the world.
• They, along with Gen Z, are the most willing to shoulder the financial costs associated with sustainable practices.
Attitudes also differ considerably by household income.
• In general, concern over the environment increases with household income.
• Higher earners place more importance on sustainability practices and are the most likely to believe that these practices
are making an impact on the world
Owning an Electric Vehicle ranked last in terms of importance across various sustainability practices.
• The high cost is the top barrier across generation, income and race/ethnicity.

4. Detailed Findings

5. connect
Reducing food waste and recycling at home rank as the two most important sustainability practices
of American adults. Driving an EV ranks last among the practices we tested.
Some differences exist by race/ethnicity – for example, recycling at home and avoiding disposable items is most important to
Asian Americans; growing their own food and using natural household cleaners is most important to African Americans.
Total Market Hispanics AA/Blacks Asians
Non-Hisp.
Whites
(A) (B) (C) (D)
Recycle at home 62% 59% 70%ABD 58%
Reduce food waste 65%D 63%D 66%D 55%
Use less paper (i.e. going paperless for bills and other expenses) 49% 49% 53% 48%
Avoid disposable items (i.e. plastic bags, water bottles) 45% 43% 51%B 46%
Use natural household cleaners or using biodegradable chemicals 42% 50%A 43% 46%
Grow own food 33% 45%AC 35% 44%
Eat locally to avoid wasted energy on food transport 40% 41% 38% 42%
Take shorter showers 47%BD 38% 46%BD 39%
Buy fair trade products 40% 43% 38% 38%
Transition to personally using renewable energy 36% 40% 39% 39%
Buy used products (i.e. thrifting) 36%C 36%C 27% 41%C
Go car free (i.e. walking or biking to work) 33% 32% 29% 30%
Stop consuming animal products 24% 32%AC 25% 29%
Drive an electric vehicle 29% 33%D 33%D 26%
Base: Total Sample (n=2,050) (n=500) (n=500) (n=500) (n=500)
Top 3 Box: 8-10 Rating (1-10 Scale)
60%
59%
49%
46%
45%
41%
41%
41%
40%
39%
38%
31%
29%
28%
Using a scale from 1 to 10, please indicate the level of
importance to you personally for each sustainability practice
Letter indicate significant difference at 95% confidence level.0
Note: ‘Total Market’ has been weighted so that race/ethnicity is accurately
reflected (61% White, 19% Hispanic, 13% Black, 6% Asian, 1% Other).

6. connect
Environmental concerns vary significantly by generation and household income.
• Among the age/generation segments, Millennials place the most importance across most sustainability practices.
• Higher income households place more importance on these practices than lower income households.
Indicate the level of importance to you personally for each sustainability practice
Top 3 Box: 8-10 Rating (1-10 Scale)
Gen Z
18-22
Millennials
23-38
Gen X
39-54
Boomers
55-64
< $40k $40k-$79k $80k+
(G) (H) (I) (J) (K) (L) (M)
Recycle at home 43% 65%G 59%G 58% 54% 60% 65%K
Reduce food waste 48% 62%J 62% 53% 56% 59% 62%
Use less paper (i.e. going paperless for bills and other expenses) 29% 57%GIJ 47% 44% 45% 49% 54%K
Avoid disposable items (i.e. plastic bags, water bottles) 37% 54%GIJ 44% 39% 42% 45% 52%K
Use natural household cleaners or using biodegradable chemicals 34% 53%GIJ 45%J 35% 40% 44% 53%K
Grow own food 33% 50%GIJ 40% 30% 40% 40% 45%
Eat locally to avoid wasted energy on food transport 28% 48%GJ 41% 36% 36% 42% 48%K
Take shorter showers 29% 45%G 41% 37% 37% 42% 45%K
Buy fair trade products 26% 44%GJ 42%J 34% 37% 41% 44%K
Transition to personally using renewable energy 32% 46%GJ 40%J 29% 34% 33% 50%KL
Buy used products (i.e. thrifting) 30% 48%GIJ 35% 29% 39% 38% 40%
Go car free (i.e. walking or biking to work) 24% 40%GIJ 29% 22% 28% 30% 36%K
Stop consuming animal products 26% 36%IJ 25% 22% 27% 23% 36%KL
Drive an electric vehicle 19% 35%GJ 30%GJ 17% 24% 23% 37%KL
Base: Total Sample (n=186) (n=790) (n=642) (n=433) (n=639) (n=531) (n=783)
Generation Household Income
Letter indicate significant difference at 95% confidence level.

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The majority of respondents indicated they are worried about the future of our planet and
agree that it’s important for parents to teach their children about sustainability.
Asian Americans and Hispanics are more likely than African Americans and Whites to agree that everyone should work to incorporate
sustainability practice into their lives, and to agree that it’s important for companies/brands to show commitment to sustainability practices.
Total Market Hispanics AA/Blacks Asians
Non-Hisp.
Whites
(A) (B) (C) (D)
It is important for parents to teach their children about
sustainability
79% 74% 82%BD 74%
I am worried about the future of our planet 76%B 68% 75%B 74%
Living more sustainably is challenging 71%B 64% 70% 73%B
Everyone should work to incorporate sustainability practices
into their lives
74%B 67% 78%BD 68%
It is important for a brand or company to show a commitment
to sustainability practices
70%D 66% 74%BD 63%
As a society, our sustainability practices are making a positive
impact on the world
62% 56% 67%BD 60%
I feel that my sustainability practices are making an impact on
the world
56% 55% 58% 51%
Base: Total Sample (n=2,050) (n=500) (n=500) (n=500) (n=500)
76%
74%
71%
70%
66%
61%
54%
Indicate the extent to which you agree or disagree with the following statements.
Top 2 Box Summary: Very/Somewhat Important
Note: ‘Total Market’ has been weighted so that race/ethnicity is accurately
reflected (61% White, 19% Hispanic, 13% Black, 6% Asian, 1% Other).
Letter indicate significant difference at 95% confidence level.

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Millennials are the most likely to believe that sustainability practices are making a positive impact on the world.
In general, concern over the environment increases with household income.
Gen Z
18-22
Millennials
23-38
Gen X
39-54
Boomers
55-64
< $40k $40k-$79k $80k+
(G) (H) (I) (J) (K) (L) (M)
It is important for parents to teach their children about sustainability 51% 79%G 79%G 78%G 70% 76% 81%K
I am worried about the future of our planet 73% 77%J 74% 69% 66% 75%K 81%K
Living more sustainably is challenging 55% 73%G 70% 76%G 66% 67% 79%KL
Everyone should work to incorporate sustainability practices into their lives 50% 74%G 72%G 68%G 63% 71%K 76%K
It is important for a brand or company to show a commitment to sustainability
practices
48% 71%GJ 68%G 62% 59% 66% 73%K
As a society, our sustainability practices are making a positive impact on the
world
50% 70%GIJ 61%J 49% 55% 64%K 65%K
I feel that my sustainability practices are making an impact on the world 42% 60%GJ 56%J 44% 49% 53% 60%K
Base: Total Sample (n=186) (n=790) (n=642) (n=433) (n=639) (n=531) (n=783)
Generation Household Income
Indicate the extent to which you agree or disagree with the following statements.
Top 2 Box Summary: Very/Somewhat Important
Letter indicate significant difference at 95% confidence level.

9. connect
Cost remains the number one barrier for considering an EV.
• The limited access to charging stations is another significant barrier for many, particularly Whites.
• African Americans over-index for not knowing enough about EV’s.
Why aren’t you planning to buy an EV in the future?
Base: Not planning to purchase a 100% EV
Total Market Hispanics
African
Americans
Asians N.H Whites
(A) (B) (C) (D)
They are too expensive 63% 51% 65%B 68%B
There are not enough public charging stations 32% 23% 42%B 35%B
I have nowhere to charge at home or work 24% 31% 32% 37%A
I don’t know enough about them 32% 37%C 20% 30%
They take too long to charge 24% 21% 35%B 34%B
I don’t think they’re good for the environment 13% 9% 15% 23%B
I have EV Range anxiety 10% 11% 23%AB 16%
There are no models that I like 15%C 14%C 5% 10%
Other 4% 3% 7% 10%B
(n=762) (n=150) (n=136) (n=122) (n=220)
64%
34%
34%
31%
30%
19%
15%
10%
8%
Note: ‘Total Market’ has been weighted so that race/ethnicity is accurately
reflected (61% White, 19% Hispanic, 13% Black, 6% Asian, 1% Other).
Letter indicate significant difference at 95% confidence level.

10. connect
Cost is the top barrier across generation and household income.
‘Range anxiety’ as a barrier increases with age and is most common in higher-income households.
Why aren’t you planning to buy an EV in the future?
Base: Not planning to purchase a 100% EV
Gen Z
18-22
Millennials
23-38
Gen X
39-54
Boomers
55-64
< $40k $40k-$79k $80k+
(G) (H) (I) (J) (K) (L) (M)
They are too expensive 55% 63% 66% 66% 57% 68% 66%
There are not enough public charging stations 20% 25% 34% 44%H 28% 38% 33%
I have nowhere to charge at home or work 41% 33% 31% 35% 31% 34% 40%
I don’t know enough about them 31% 30% 27% 36% 29% 34% 32%
They take too long to charge 43% 28% 33% 26% 22% 24% 48%KL
I don’t think they’re good for the environment 10% 15% 18% 25% 15% 21% 16%
I have EV Range anxiety 0% 14%G 13%G 23%G 9% 16% 24%K
There are no models that I like 7% 18%J 9% 6% 15%M 8% 7%
Other 0% 9% 5% 12% 11% 8% 4%
(n=58) (n=207) (n=245) (n=252) (n=264) (n=227) (n=231)
Generation Household Income

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Younger generations are the most willing to shoulder the financial costs associated with sustainable practices.
Not surprisingly, the same is true of higher income households.
Across race/ethnicity, Hispanics expressed the most willingness to pay higher prices to support policies that are good for the environment.
Would you support policies that are good for the environment if they result
in higher prices for certain goods and services?
“Yes” Reponses
Race/Ethnicity Generation Household Income
Letter indicate significant difference at 95% confidence level.
Note: ‘Total Market’ has been weighted so that race/ethnicity is accurately
reflected (61% White, 19% Hispanic, 13% Black, 6% Asian, 1% Other).
52%
D
60%
53% 54%
48%
IJ
65%
IJ
67%
J
42%
32%
42%
K
52%
KL
62%
Total Market Hispanics African-
Americans
Asians N.H. Whites Gen Z
18-22
Millennials
23-38
Gen X
39-54
Boomers
55-64
Under $40k $40k-$79k $80k+
(A) (B) (C) (D) (G) (H) (I) (J) (K) (L) (M)
(n=2,050) (n=500) (n=500) (n=500) (n=500) (n=186) (n=790) (n=642) (n=433) (n=639) (n=531) (n=783)
Base Size:

12. Appendix

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Participant Profile
Total
Market
Hispanics
African
American
Asians
N.H.
Whites
(A) (B) (C) (D)
Gender
Male 49% 50% 47% 47% 49%
Female 50% 49% 52% 52% 50%
Other (Net) 1% 1% 1% 1% 1%
Age
18 - 24 15% 18% 16% 14% 14%
25 - 34 23% 26% 25% 25% 21%
35 - 44 21% 23% 20% 24% 20%
45 - 54 20% 19% 20% 21% 21%
55 - 64 21% 14% 19% 17% 25%AC
Median age 40 37 38 38 41
Ethnicity
White (Non-Hispanic) 61% 0% 0% 0% 100%
Black, African-American 13% 0% 100% 0% 0%
Hispanic/Latino 19% 100% 0% 0% 0%
Asian 6% 0% 0% 100% 0%
Base Size (n=2,050) (n=500) (n=500) (n=500) (n=500)
Total
Market
Hispanics
African
American
Asians
N.H.
Whites
(A) (B) (C) (D)
Region
Northeast 17% 14% 16% 21%A 18%
Midwest 21% 10% 18%AC 12% 25%ABC
South 38% 38%C 57%ACD 24% 36%C
West 24% 38%BD 9% 43%BD 21%B
Employment Status
Employed (Net) 69% 70% 65% 73%B 70%
Annual Household Income
Under $50K - Net 37% 43%CD 50%CD 26% 34%C
$50K - $ 99K - Net 27% 29% 25% 24% 28%
$100K + 32% 23% 18% 47%ABD 33%AB
Born
Born in the U.S. 86% 67%C 90%AC 33% 96%ABC
Moved here 14% 33%BD 10%D 67%ABD 4%
(n=2,050) (n=500) (n=500) (n=500) (n=500)
Letter indicate significant difference at 95% confidence level.

14. connect
Participant Profile
Hispanics
Language at Home
Spanish Dominant (Net) 30%
Spanish and English equally 33%
English Dominant (Net) 37%
Country of Origin
Mexico 62%
South America 12%
Puerto Rico 13%
Centro America 12%
Cuba 6%
Dominican Republic 4%
Other 6%
Acculturation Level
Less Acculturated 21%
Bicultural 47%
More Acculturated 31%
Base (500)