Americans find common ground on key environmental issues, offering companies new opportunities to connect with consumers. Many Americans now believe using eco-friendly products is an important part of their personal image. 

KNOXVILLE, Tenn. (Dec. 11) – Despite a country deeply divided along social and political lines, a new survey finds most Americans agree on at least one thing: We need to save the planet.

The national survey, part of a special Eco Pulse report by Shelton Group, found the majority of Americans believe we deserve a clean planet, climate change is occurring, and we all have a responsibility to take concrete steps to reduce our environmental impact.

“Despite all of the fighting, anger, and frustration in the United States today, Americans can find common ground when it comes to the environment,” said Suzanne Shelton, President, and CEO of Shelton Group, the nation’s leading marketing communications agency focused exclusively on energy and the environment. “We all want the same thing — a cleaner planet –, and we agree that we must do our part to make that happen.”

The new findings confirm a fundamental shift among Americans. A full 40 percent of Americans now believe “buying and using eco-friendly products is an important part of my personal image.”

“Sustainability is becoming a much stronger part of how Americans identify themselves. It’s clear that consumers want to be on the right side of this issue. Moreover, they expect the companies they buy from to be as well,” Shelton said. “This presents significant opportunities for companies doing things the right way – and a threat to those that aren’t.”

The national survey, which polled 2,000 Americans in September and October, found:

— 76 percent of Americans agreed: “People have a right to clean air and water.”

— 70 percent agreed: “We have a moral duty to leave the earth in as good or better shape than we found it.”

— 65 percent agreed that climate change is occurring, and human activity is causing it.

— 88 percent agreed the average person should take concrete steps to reduce his or her environmental impact.

— 78 percent said they feel at least moderately responsible for changing daily purchase habits and practices to positively impact the environment.

As part of its report, Shelton Group tested Americans’ gut reactions to some overarching words and phrases used when discussing the environment.

“Science” was the word garnering the most positive reaction. Three-quarters (75 percent) of Americans feel positive about “science.” Twenty-one percent are neutral, and only 4 percent feel negatively toward the word. And the lowest-scoring term in the survey? “Carbon footprint.” Only 28 percent rated it positively, with a full one-third giving it a negative score.

In addition to “science,” other words garnering positive ratings included “conservation” (a close second with 71 percent rating it positively) and “sustainability” (with 69 percent).

“Science, conservation, and sustainability. These are three words that even a divided America can agree are good for our country and for our planet,” Shelton said.

Companies using these positive terms – words that unite Americans rather than divide them — can ensure their messages resonate with consumers and build brand loyalty.

Shelton advises corporations:

“Your brand’s interaction with consumers is a relationship, and the key to any good relationship is aligning on values. That means identifying the environmental values that your brand embodies and communicating them in terms that engage consumers.

“It’s pretty straightforward. Make a commitment to the environment, take action and tell the story of what you’re doing and the impact you’re making,” Shelton added. “That’s how you create a meaningful connection with consumers today.”

A copy of the special Eco Pulse report can be downloaded at


Shelton Group is the nation’s leading marketing communications agency focused exclusively on energy and the environment. Their vision is that every home and building in America is energy responsible and sustainability is ordinary. Moreover, their purpose is to create a market advantage for the organizations that are creating that energy-responsible, sustainable future. With research, strategy, and creative expertise, they help their clients build brand affinity, market their products, and start movements. Learn more at


The Eco Pulse survey was designed by Shelton Group. Moreover, it was fielded in September and October of 2017 and surveyed a total of 2,000 respondents. The survey sample was stratified to mirror the U.S. population. The margin of error is +/- 2.2%. A copy of the full report can be downloaded at

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