NORTHAMPTON, Mass., November 20, 2025 /3BL/ – From shifting consumer trust to the rise of individual impact, 2025 has been a turning point for sustainability communications. Through bold, data-driven research, 3BL explored how public sentiment, corporate action, and storytelling intersect to shape reputation and real-world outcomes.
Across the four reports released this year, 3BL captured the pulse of the moment. Revealing why staying silent on sustainability is riskier than ever, how personal conviction is driving the next wave of change, and what it takes for brands to earn genuine trust in a skeptical world.
The Big Thing Americans Agree On
The study, conducted in January 2025, sheds light on shifting consumer expectations and the growing role of sustainability in shaping purchasing decisions and brand loyalty.
- 73% of Americans believe their purchasing decisions can influence corporate behavior on social and environmental issues.
- While 65% of Gen Z and 64% of millennials lead in prioritizing sustainability, the study found that only 5% of Gen X and Baby Boomers consider sustainability completely unimportant.
2025 is the Year of the Individual
There is a striking trend shaping the sustainability and social impact landscape in 2025: the growing role of individual action.
- Political and Generational Shifts: Republicans (22%) favor business-led impact, while Democrats (25%) lean on government. Gen Z trusts institutions, while Baby Boomers (38%) believe in individual action but show skepticism (26%).
- Business Priorities: Consumers expect action on employee well-being (56%), sustainable packaging (54%), and ecosystem restoration (49%).
Say Less, Risk More: Sustainability Silence Is Undermining Trust
This report draws on media analysis and original polling to expose a growing crisis of confidence in corporate sustainability claims. The findings signal a clear warning: greenhushing may feel safe, but it’s undermining public trust and putting market share on the line.
- A Decline in Corporate Voice: Media mentions of top U.S. companies tied to sustainability topics dropped nearly 10% in the first four months of 2025 compared to the same period last year.
- Trust Is Slipping: Nearly a quarter (23%) of consumers now say they “rarely” or “almost never” trust what companies say about their sustainability goals, up from just 15% in December 2023.
Sustainable Companies Make More Money, But Does Anyone Trust Them?
This research shows that companies recognized among the 100 Best Corporate Citizens aren’t just doing good, they’re performing better in the market too. From January 2022 to July 2025, these companies’ annual returns were 2.2% higher than the S&P 500.
Even more impressive, repeat honorees generated a cumulative return of 106%, compared to just 37% for the S&P 500. Excluding outliers, the portfolio still delivered 40% cumulative returns versus the S&P’s 36.6%
About 3BL
3BL is the leading sustainability and social impact communications partner, connecting organizations’ stories of purpose and progress with the audiences who matter most.
3BL partners with over 1,500 companies – from global corporations and mid-sized enterprises to NGOs and nonprofits – to elevate their reputations as players in the world of responsible business. We do this through unrivaled news and content distribution, bespoke storytelling support, and our digital media division, TriplePundit.
Learn more at 3BL.com
