Published on The Drum 

A recent study conducted by MAGNA Media Trials points to a potential shift in consumer behavior. Brands that emphasize transparency and sustainability appear increasingly well-positioned to tap into emerging revenue opportunities. In this article, Martin Bryan, Global Chief Sustainability Officer at IPG Mediabrands, explores the rise of “eco-spenders” and the influence their values may have on shaping future market dynamics.

Amid inflationary pressures and tightening household budgets, it’s easy to assume price is the only driver of consumer choice. But the data tells a more nuanced story. There is growing evidence that purpose-led purchasing is accelerating, and sustainability continues to show commercial value—particularly among a rising group of value-driven consumers: the eco-spenders.

This segment doesn’t just express concern about environmental impact—they act on it with their wallets. And the opportunity for brands is clear: 1 in 4 consumers say they would pay a premium for sustainable features, regardless of the category.

Who Are the Eco-Spenders?

New research from MAGNA, the media intelligence unit in IPG Mediabrands, and Sharethrough, an Equativ Company, called “Sustainability Sells” reveals that 76% of consumers believe climate change affects their personal health, while 79% consider sustainability in their purchase decisions. Younger audiences, often assumed to be more price-sensitive, are in fact leading this shift. Around a quarter of Gen Z and nearly a third of Millennials say they are willing to pay more for sustainable alternatives

From a financial perspective, this signals a meaningful long-term trend. These cohorts are growing in economic influence, and the brands that build trust with them today stand to benefit tomorrow.

Where the Spend Is Shifting

Understanding where eco-spenders are allocating their money helps brands align product strategy with consumer values. The categories seeing the strongest movement include:

1. Groceries

Sustainability is often tangible at the dinner table. People increasingly recognize the link between personal health, planetary health, and the agricultural systems behind their food. Attributes that resonate include:

• • Animal welfare standards – Ethical farming practices, including humane treatment and environmental designthat meet the needs of farm animals.
  • Organic ingredients – Cultivation practices that reduce greenhouse gas emissions and enhance soil health.
  • Non-GMO – Reduce herbicide pollution and support for biodiversity and climate resilience.

2. Personal Care

Plastic-heavy packaging and unsustainable sourcing are coming under scrutiny. The OECD estimates plastic lifecycle emissions at 1.8 billion tons annually—a growing concern for this segment. With ad sales in the sector expected to grow +3% in 2025, reaching over $17.3 billion dollars, marketers could also explore how to incorporate sustainability into their campaigns and overall messaging.

Key features driving preference:

• • Refillable packaging – Cost-effective and reduces landfill impact.
  • Sustainably sourced materials – Regenerative, organic, or recycled inputs.
  • Recyclable containers – Supporting energy efficiency and circularity.

3. Fashion

The fashion industry generates more emissions than the UK, France, and Germany combined. Consumers are responding by prioritizing:

• • Responsibly sourced fabrics
  • Certified regenerative agriculture or organic products
  • Recycled materials including textiles and trims

The Trust Gap: Transparency and Credibility are Key

Despite growing interest in sustainable choices, many consumers remain uncertain or skeptical about claims. Consumers want clarity and proof of sustainability, not vague virtue signaling.

That’s why science-backed certification is so critical. NGOs and third parties offer verified seals covering everything from ethical sourcing to emissions standards. Yet up to 85% of consumers remain unaware of or confused by these seals.

The appetite for education is real. Over 90% of consumers say brand communication on sustainability is important, and the top two places they look for this information are packaging and brand websites. These touchpoints are underutilized assets in conveying brands’ sustainability efforts—and justifying the premium pricing that may come with your investment in selling sustainable products.

Three Ways Marketers Can Unlock Value from Sustainability

To connect effectively with eco-spenders and drive business results, marketers must go beyond product features and embrace sustainability as a brand value proposition. Here are three actions that can make an immediate impact:

1. Align with Internal Sustainability Leaders

Partner with your organization’s sustainability team to ensure accurate, consistent messaging. Collaboration between the CMO and CSO helps ensure sustainability communication is credible, timely, and aligned with business goalsas consumers are increasingly looking for meaningful, verified sustainability solutions from brands.

2. Promote Recognized, Science-Based Seals

Partner with NGOs and certification bodies to help raise awareness of trustworthy sustainability seals. These identifiers enable consumers to make informed decisions—and they differentiate your brand from competitors less invested in sustainability. There is opportunity to work with both the private and non-profit sectors, for example the Rodale Institute, a nonprofit dedicated to growing the regenerative organic agriculture movement through rigorous research, farmer training, and education.

3. Invest in Consumer Education Through Media and Packaging

Use advertising, packaging, and owned channels to explain sustainability features in clear terms. Retail media, in particular, plays a critical role at the point of purchase, where eco-spenders often make trade-offs between cost and values.

For marketers, these priorities present a roadmap: sustainability credentials aren’t just ethical—they’re commercially strategic. The data supports this sustainability shift; for example, the global organic food market size is projected to expand at a CAGR of 11.2% from 2025 to 2034.

Purpose and Profit Are Not Mutually Exclusive

As marketers face growing regulatory demands and rising consumer expectations, sustainability is no longer a niche or optional initiative. It’s a business imperative. Eco-spenders represent a rapidly growing, values-driven audience willing to reward brands that deliver on environmental promises.

By educating consumers, embracing transparency, and aligning messaging with substantiated impact, brands can not only earn trust—they can grow revenue. Sustainability, done right, is both a consumer value and a financial strategy.

Now is the time to act.