Vanderbilt Index Finds Sustainability Remains a Mainstream Consumer Priority

As companies reconsider environmental commitments and sustainability receives less attention in corporate America, American consumers appear to be holding their ground.

The inaugural Vanderbilt Consumer Sustainability Index (VCSI), released today by Vanderbilt University and consumer research company Switch 5, finds broad and consistent commitment to sustainability across the country. The national survey of 2,528 American adults found that 83% score above the midpoint on the new index, with surprisingly small differences across regions, gender and urban and rural communities.

The findings establish the first baseline for the VCSI, a new quarterly measure designed to track how Americans’ attitudes toward sustainability change over time. Unlike existing measures focused primarily on climate policy or political attitudes, the VCSI looks at Americans as consumers — what they believe, what they expect from businesses and other institutions, and what they say they are willing to do themselves.

The inaugural July 2026 reading places the VCSI at 69.2 out of 100, indicating a moderate-to-strong sustainability orientation among American consumers.

The VCSI builds on more than two years of consumer research by Switch 5, which studies the attitudes and behaviors shaping consumer adoption of clean energy and sustainable products. That research has included more than 16 national surveys involving more than 50,000 Americans. The partnership with Vanderbilt brings that work into a recurring academic index designed to provide researchers, journalists, and businesses with a consistent measure of how consumer sustainability sentiment is changing over time.

“Sustainability is often discussed through the lens of politics or corporate commitments, but consumer preferences are a critical part of the picture,” said Eric VanEpps, Associate Professor of Marketing at Vanderbilt Owen Graduate School of Management and coauthor of the study. “We created the VCSI to establish a consistent measure of what Americans believe and expect when it comes to sustainability, and to track how those attitudes change over time.”

Key Findings from the Inaugural Wave

1. Consumer sustainability orientation is stronger than commonly recognized. 83% of Americans score above the midpoint of 50 on the index, suggesting broad popularity of sustainability.

“People might read media coverage about how both public and private investments in sustainability initiatives have been reduced, and how large corporations have pulled back from the climate goals they set a few years ago. But the American public still cares about the environment, and these initial results create a baseline from which we can now measure trends in general sentiment,” said VanEpps.

2. Americans want businesses to lead on sustainability. Nearly nine in ten Americans (87%) want companies to help them be more environmentally friendly, and 85% say corporations bear responsibility for addressing climate change. Support for federal government action to address climate change is similarly high, at 84%, indicating broad public expectation that institutions — both public and private — should be part of the solution.

“One thing to note is that most Americans work for either large corporations or the government. So when survey respondents say they want these organizations to address climate change, that is also a likely signal of how they want their employers to act,” said Vanderbilt Law School professor and study coauthor Michael Vandenbergh.

3. Concerns about future generations are widespread. More than four in five Americans (81%) believe climate change will harm future generations, including nearly half (47%) who say it will do a great deal of harm. Parents score meaningfully higher on the overall index than non-parents (72.9 vs. 67.3), suggesting the intergenerational frame is a significant motivator of sustainability commitment.

4. Americans say they are willing to act — including at some personal cost. Nearly three-quarters (74%) of Americans say they are willing to pay a little more for products that are better for the environment, and 72% say they are willing to sacrifice convenience to make environmentally friendly choices. These findings suggest meaningful room for consumer-facing sustainability initiatives that go beyond attitude measurement into behavioral change.

5. Sustainability commitment cuts across demographic lines. Perhaps the most noteworthy finding of the inaugural wave is how narrow the differences are across groups typically assumed to hold divergent views on the environment. Regional differences are minimal, with less than 2 points separating the highest and lowest of the four census regions. The gender gap is 1.5 points, and the urban-rural gap is 3 points.

6. Younger Americans lead, but sustainability commitment is broad across generations. Americans aged 18-34 score 72.2 on the index, compared to 65.1 among those 65 and older — a 7-point generational gap that reflects growing sustainability orientation among younger cohorts. Even the oldest segment sits well above the midpoint of the scale, however, indicating sustainability commitment has broad support across generations.

Methodology

The inaugural wave of the VCSI was fielded to a nationally representative sample of 2,528 American adults in July 2026, with data collection and analysis conducted by Switch 5 using PureSpectrum and Beacon Research. The 10-item composite index demonstrates strong internal reliability (Cronbach’s α = 0.87). Two sub-indices — Consumer Commitment (5 items) and Climate Concern & Responsibility (5 items) — correlate at r = 0.52, indicating that the two dimensions are meaningfully related but distinct. Full methodology and item-level results are available upon request, with a website currently in development.

The next wave of the VCSI is expected to be fielded in October 2026 and released in late fall. Subsequent waves will report the current index level along with wave-over-wave and year-over-year changes.