Public Inc.’s "2026 Conscious Consumer Report" has revealed that nearly three out of four consumers have reported having little to no trust in business impact communications – even though 62 percent of Canadians and Americans were interested in knowing about a company’s social and environmental actions.
Fifty and 38 percent of Canadians and Americans reported low trust, respectively, while 25 and 30 percent reported no trust. Canadians accessed business communications through owned and physical channels like packaging and traditional advertising, while Americans generally paid attention to digital, social, and peer-driven ones.
The report noted that businesses had restricted communications in a polarized climate, but the silence created doubt.
“Businesses – particularly in the U.S. – have pulled back on sustainability communications in an effort to avoid backlash. In a polarized climate, silence has been viewed as the safer option,” the report said. “The data, from this report and others, makes one thing clear: quieting down doesn’t reduce risk, it creates it. When companies stop communicating, consumers don’t assume neutrality; they assume inaction, avoidance, or lack of credibility. The result is a widening confidence gap.”
Consumers indicated that their trust could be won through the following:
- Detailed data and reporting
- Independent journalism or watchdog reporting
- Real-life impact stories
- Independent certifications
- Customer or employee testimonials
- Consistent brand communications
Conscious consumer assumptions debunked
The report’s findings also debunked two assumptions about values-based shoppers. High incomes did not consistently correlate with increased levels of conscious consumerism this year; moreover, regardless of political leanings, consumers shopped sustainably.
In Canada, 47 percent of Liberal/NDP voters shopped sustainably compared to 25 percent of Conservative voters; however, in the US Democratic voters were only slightly more likely than Republican voters to shop sustainably.
According to the report, these results contradicted the notion that sustainability was important only to liberal, educated, and affluent consumers.
“The data makes it abundantly clear that conscious consumerism is growing and has found footing among audiences long assumed to be disengaged from sustainable products and practices altogether,” the report said. “This insight is especially important for business leaders and impact communicators. It requires rethinking who the real growth audience is and what drives their decisions.”
Overall, conscious consumerism ticked up from 38 percent to 40 percent in 2026 per Public’s Conscious Consumer Index. Fifty-six and 62 percent of Americans and Canadians, respectively, said price was a factor in their shopping decisions over the past year.
The 2026 Conscious Consumer Report obtained input from 2,010 consumers in Canada and the US over October 22-28, 2025. The report was produced in partnership with market research company Ipsos and Engage for Good.