The following is an article from Sustainable Brand portal.
It’s no surprise that consumer expectations shape how brands operate. A new consumer report from the Arbor Day Foundation indicates that 2026 could bring a sharper focus on nature-based sustainability efforts, especially those involving trees. The study, conducted with The Harris Poll, reveals that 95% of people recognize the value of trees, 85% say companies should actively support tree planting or reforestation, and more than two-thirds are more likely to support a business working to reduce or offset its carbon footprint.
The report also shows that consumers aren’t just talking about sustainability — they’re acting on it. And they want companies to do the same. With growing consumer pressure for brands to deliver real environmental impact, here are five trends that could take hold in 2026.
Trend #1: Consumers Want to Make an Environmental Impact, Together
Americans feel personally motivated to make environmentally conscious choices, but they don’t want to shoulder the responsibility alone. More than half want to be part of a collective effort, and a significant share believe companies can drive more meaningful impact than individuals working separately. For brands, 2026 is the year to create on-ramps for consumers to participate in environmental action — not as spectators, but as partners.
Trend #2: Purchase Decisions Could Track More Closely with Environmental Values
Half of consumers now look for environmental information before making a purchase. They’re not searching for aspirational branding so much as clarity: what a company is doing, how it’s doing it, and where progress can be seen. In 2026, clear communication about environmental commitments will be foundational to earning trust and maintaining loyalty.
Read the rest here.
