Skip to main content

Unpacking Trends, Perceptions, and Expectations in Sustainable Consumption

Understanding what drives consumer trends and motivates shopping behavior helps brands and organizations to align their business strategies with the evolving demands of the market. The rise of conscious consumerism reflects a growing awareness among shoppers about the environmental impact of their purchases. The Marine Stewardship Council (MSC) is committed to helping you tap into these values to grow consumer loyalty and meet the growing demand ultimately contributing to a better, more sustainable future for our planet. 

Discover key insights into how North American seafood consumers view environmental issues, sustainability, ecolabels, and more. 

MSC: Navigating the "Right" Choice in Seafood
UNITED STATES

MSC: Navigating the "Right" Choice in Seafood

For many shoppers, the "right" choice in seafood feels particularly complicated. Marine Stewardship Council (MSC) research uncovers how shoppers navigate the grocery aisles and the barriers they face when buying seafood, balancing safety, price, health, and knowing what claims to trust. MSC and agency partner Prophet highlight insights into what drives purchase decisions and what these findings could mean for brands and retailers working to earn consumer confidence.

Watch the Webinar
Rising Recognition: The MSC Label and Sustainable Seafood in 2024
UNITED STATES & CANADA

Rising Recognition: The MSC Label and Sustainable Seafood in 2024

Research from the 2024 MSC and GlobeScan seafood consumer study shows that recognition and understanding of the MSC label and intent to purchase sustainable seafood has reached its highest reported level in the United States and Canada.
Download insights for the USA Download insights for Canada
Global

GlobeScan: Healthy and Sustainable Living Report 2023

Recent findings reveal a shift in sustainable consumer trends, highlighting the urgency of addressing climate change. As we near a critical climate tipping point, nearly half of the global population now reports feeling personally impacted by climate change. The proportion of individuals who feel greatly affected has steadily increased each year, with more than four in ten currently expressing deep concern.
Learn more
GlobeScan: Healthy and Sustainable Living Report 2023
Deloitte: “Most Canadians are skeptical about sustainability claims”
CANADA

Deloitte: “Most Canadians are skeptical about sustainability claims”

Deloitte unveils its latest findings on Canadian consumer attitudes towards sustainability and brand trust. Read this report to dive into the skepticism surrounding sustainability claims, learning more about the disconnect between what brands believe and how consumers perceive their sustainability efforts. Canadians are increasingly prioritizing genuine sustainability in their purchasing decisions, growing the demand for transparency and authenticity in brand communications.
Read the study
UNITED STATES & CANADA

The Non-GMO Project: Understanding the Natural Shopper in 2024

The Non-GMO Project presents its latest report on sustainable consumer trends among natural shoppers. This research from the U.S. and Canada explores the evolving preferences of consumers focused on natural products, highlighting their increase emphasis on sustainability, integrity, and health within the food system.
Download the presentation
The Non-GMO Project: Understanding the Natural Shopper in 2024

2018
Click for highlights from our 2018 research
2020
Click for highlights from our 2020 research
2022
Click for highlights from our 2022 research