Consumers Are Researching Your Sustainable Claims

The Natural Marketing Institute just released its 2025 State of Sustainability in America report, which includes insights into how today’s consumer integrates sustainability and eco-friendly behaviors into their life and the barriers they encounter along the way.

Most of this report sits behind a pretty hefty paywall of $15,000 for the entire report, which is in its 23rd year. Data is based on a survey of more than 4,000 U.S. adults.

Here are a few interesting tidbits they made public.

The Breakdown

NMI breaks down consumers into five different segments—which serves as a good reminder that consumers have varying motivations and commitments to sustainability. Here’s how it looks:

19% are LOHAS (lifestyles of health and sustainability). This group prioritizes personal and planetary health, is an early adopter and influencer, and is the heaviest purchaser of “green.”
17% are Naturalites. Personal health drives their behavior more than planet health. They are a strong secondary target for natural/green brands.
34% are Drifters. They’re generally newer to the “green” marketplace, and they want to be seen as doing their part. They are looking for easy green changes.
19% are Conventionals. This group understands conservation, but they are driven by cost-savings. Eco-benefits are secondary but growing.
11% are Unconcerneds. This segment is less concerned about the environment and society, yet they are showing some eco behaviors.

The Researching Consumer

It also turns out that consumers are increasingly researching companies’ sustainable practices. In 2019, 45% of consumers surveyed did “nothing to determine if a company is actually following sustainable practices.” In 2024, that number had dropped to 29%.

For that growing segment of people who do their research: 31% rely on product labels, 27% look for certifications, 23% look to transparency on their websites, and 24% look for how a company sources materials/ingredients.

Sustainability To Take Center Stage at GreenTech Americas

GreenTech Americas 2025 will tackle the topic of sustainable horticulture. Slated for March 25-27 at the Querétaro Centro de Congresos in Mexico, GreenTech will be covering all kinds of topics, including “How to drive sustainability with energy efficiency” by Karin van der Eijk (VDE Plant) and “Optimizing supply chains and the impact of climate change on protected agriculture” by Jason Whitcher (Mastronardi Produce Ltd.). They’ll also address efficient irrigation systems, tariffs, and labor-retention strategies.

A full program is available HERE.

Growing with the New Peat/Wood Fiber Mixes

GrowerTalks is hosting a webinar on Wednesday, March 19, that will help you do a better job growing in those new potting mixes that contain a portion of wood fiber. “Adjusting Growing Practices When Transitioning to Peat/Wood Fiber Mixes” is slated for Wednesday, March 19, at 1 p.m. Eastern/Noon Central.

More and more of you are using, or considering, peat-based potting mixes that have been amended with the new wood-fiber blends. But do they grow the same as a peat/perlite mix? No! Which is why you want to hear from the experts from peat supplier Berger.

François-Simon Robert and Kevin Cooper will share best practices for crop culture with peat/wood fiber mixes, including initial hydration, irrigation strategies, managing dry-down cycles, and optimizing your growing practices for healthy plant development.

Sign up HERE! And check out the other great webinars from GrowerTalks on the same page (just scroll down to the Available Now section).

Beneficial Insects Webinar

A week later, on March 25, The American Floral Endowment is presenting a webinar on "Beneficial Insects Done Right: Techniques for Receiving, Handling, and Application" featuring Suzanne Wainwright-Evans of Buglady Consulting.

In it, you will learn about essential techniques to maximize the success of your biological control program. Suzanne will cover best practices for receiving and handling beneficial insects and effective application strategies to ensure their survival and efficacy in your crops. Sponsored by Costa Farms.

Report from the MT Outpost

March and April (and sometimes May) at the Outpost involve a certain degree of whiplash, and, if you want to be “good” at living here, you learn to roll with the fickle nature of … well, nature in the mountains. These last few weeks, the sun bursts into our canyon a little earlier each day, melting out the snow on the south slopes and even allowing for a few moments of sun worship on the deck. Muddy dog prints dot the floor. Today the wind kicked up, and a snowstorm is edging in this direction, across the mountains. My garden will probably disappear and reappear from the snow drifts a dozen or more times in the next few months.

The refrain: Just kidding. Not yet.

You have to see the humor in it or you go mad.

This time of year, the local stores are good at appeasing our shoulder-season, frozen-ground whiplash. They ask us to pre-order seed potatoes, onions and leeks. They say, “sign up for the summer CSA today.” Or come in and buy new pottery and repot those houseplants. Sometimes, the slightest suggestion of preparing for greenup is all you need.

Until next time,

Jennifer Duffield White
jwhite@ballpublishing.com

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