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NORTHAMPTON, Mass., February 11, 2025 /3BL/ – While national headlines often highlight political division, new research from 3BL and research technology firm Glow reveals a striking area of agreement: sustainability. According to the report, The Big Thing Americans Agree On, 56% of U.S. adults said sustainability was important or very important to their everyday behaviors and actions in 2024—including 65% of Gen Z and 64% of millennials.

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. In fact, 69% of Americans say that consumers buying more from socially responsible brands encourages other companies to act more responsibly. Among those who anticipate changes in how sustainability influences their actions over the next four years, 85% expect to be somewhat or significantly more focused on sustainable living.

Key Findings:

Americans believe their purchases can influence corporate environmental and social behaviorWith the anticipated shift in influence, people expect more focus on sustainabilityPeople recognize that supporting responsible brands motivates other companies to follow suit

As public interest in sustainability grows, businesses face mounting pressure to align their practices with consumer values. While many Americans support government action on sustainability, they place even greater trust in their own power as consumers to drive meaningful change.

Businesses and organizations looking to stay ahead of evolving consumer expectations can explore the full report here.

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.

Key Takeaways

‘Color’ follows renowned artist Alteronce Gumby on a journey to redefine the meaning of color and its impact on communities worldwide. Now available exclusively on Black Experience on Xfinity, the ultimate destination in Black storytelling, and Xumo Play.

PHILADELPHIA, January 28, 2025 /3BL/ – Comcast NBCUniversal announced the exclusive premiere of the award-winning documentary, Color, on Black Experience on Xfinity and the Xumo Play free streaming app. The 90-minute documentary, from multi-award-winning writer and director John Campbell and featuring acclaimed multidisciplinary artist and founder of Dark Matter Media Alteronce Gumby, takes viewers on a global journey to redefine how color is perceived and understood across different cultures.

The highly acclaimed documentary was nominated for Best Documentary at the Toronto International Nollywood Film Festival, featured in the Montreal Independent Film Festival, and received awards at the Cine Paris Film Festival and International Independent Film Awards. It is now available exclusively on Comcast’s Black Experience on Xfinity channel, a comprehensive content destination featuring the best in Black storytelling from diverse programming partners and film studios and a variety of original documentaries showcasing diverse talent and content creators. Color is also available on the Xumo Play free streaming app for non-Xfinity customers.

Watch the trailer

Color takes viewers around the world starting with captivating discussions and demonstrations with pigment expert Michael Ambron and celebrity stylist Jerome Lamaar in the Bronx, NY and then to Mardi Gras in New Orleans, Louisiana, to celebrate the vibrancy of French Creole, Caribbean, African, African American, and global cultures. The documentary then travels internationally, experiencing the vibrant colors of the Holi Festival in India, the red sands of the Sahara Desert, the crimson-hued city of Marrakech, Morocco, and to the Great Barrier Reef featuring conversations with marine ecologist Dr. Catherine Kim. The adventure concludes in Alaska with the Northern Lights in Fairbanks, featuring conversations with documentarian Shondiin Mayo.

“Color is more than what meets the eye; it’s a language, a story waiting to be told in every corner of the world.” shared Campbell. “Partnering with Comcast and the Black Experience on Xfinity, we aim to transform how audiences experience and interpret color, diving deep into the cultures that breathe life into it.”

Color is the second collaboration between Comcast’s Black Experience on Xfinity and director John Campbell, who previously debuted Who’s Behind Black Art on the platform last year. Who’s Behind Black Art is a four-part docuseries that explores the lives of five emerging artists navigating the industry and their journey to create a unique exhibition.

We’re proud to deepen our ongoing collaboration with director John Campbell as we explore the many dimensions of color and its profound impact on our daily lives and we couldn’t think of a better collaborator to explore the topic than Alteronce Gumby, whose obsession with color is so obviously present in all his work.

Loren Hudson, SVP and Chief Diversity Officer, Connectivity and Platforms at Comcast

“Through Black Experience on Xfinity, we aim to create a space where creators can share their unique perspectives, fostering meaningful connections with audiences everywhere,” said Loren Hudson, SVP and Chief Diversity Officer, Connectivity and Platforms at Comcast.

For more information about the film, please visit https://www.colordocumentary.com

Black Experience on Xfinity is available at home on Xfinity X1 and Flex, and on-the-go with the Xfinity Stream app. Additionally, the Black Experience destination is available to NOW Internet customers. The Black Experience on Xfinity features original and high-quality content from Comcast NBCUniversal and other major studios, in addition to content from many of Xfinity’s existing network partners, at no additional cost to Xfinity customers. 

Xfinity customers can access the Black Experience on channel 1622 or simply say “Black Experience” into the Voice Remote to instantly enjoy the ultimate in Black storytelling. Non-Xfinity customers will be able to view Color on Xumo Play, Comcast and Charter’s free ad-supported streaming service app.