As Earth Day approaches, the Marine Stewardship Council (MSC) has released a new poll that highlights the complex relationship between consumer attitudes towards sustainability and affordability in the grocery shopping landscape. The findings suggest that a significant portion of the American population is prioritizing sustainability in their food choices, even in the face of rising costs and economic uncertainty.
Sustainability Takes Center Stage
According to the MSC poll, a quarter of respondents believe fish and seafood is the most environmentally sustainable animal protein, closely followed by chicken. This revelation supports previous studies that have shown wild fisheries have a lower greenhouse gas footprint than land-based animal proteins, making it a good choice for people prioritizing sustainability in their grocery shopping.
Key Findings
- A quarter of respondents believe fish and seafood is the most environmentally sustainable animal protein
- Wild fisheries have a lower greenhouse gas footprint than land-based animal proteins
- Chicken comes in second
These findings underscore the growing concern for the environment among American consumers, despite the rising cost of living and rapid changes to global supply chains. The poll demonstrates that consumer attitudes are shifting towards sustainability, with a significant portion of the population willing to make choices that prioritize the health of the planet.
Generational Differences
The MSC poll also reveals generational differences in consumer behavior. Gen Z and millennial shoppers, aged 18-29, are almost twice as likely as their 55+ counterparts to consider their environmental impact when grocery shopping and meal planning. This highlights the importance of considering the values and priorities of different age groups in shaping consumer attitudes towards sustainability and affordability.
Demographic Insights
- Gen Z and millennial shoppers are more likely to consider environmental impact
- Gen Z and millennial shoppers aged 18-29
- 55+ counterparts
The poll findings suggest that there is a significant gap between the values and priorities of younger generations and older generations, with younger shoppers being more likely to prioritize sustainability in their food choices.
Economic Considerations
The MSC poll also explores the relationship between sustainability and affordability in the face of rising costs and economic uncertainty. The findings suggest that Americans are balancing the rising cost of living while keeping the health of the planet top of mind. A mere 8% of respondents believe businesses should focus only on affordability in food production, and not sustainability.
Economic Priorities
- 36% believe sustainability is at least somewhat important
- Over a third believe sustainability should be the priority
- 8% believe businesses should focus only on affordability
The poll findings suggest that there is a growing recognition of the importance of sustainability in food production, even in the face of rising costs and economic uncertainty. The results highlight the need for businesses to balance economic considerations with sustainability priorities, and for consumers to prioritize their values and priorities when making food choices.
Incorporating Sustainability into Daily Life
The MSC poll highlights the importance of incorporating sustainability into daily life, even in the face of rising costs and economic uncertainty. The findings suggest that finding sustainable seafood can be simple and affordable, with MSC labeled products available at a variety of price points in grocery stores, convenience stores, independent food retailers, and some restaurants nationwide.
Sustainable Seafood Options
- MSC labeled products are available at a variety of price points
- Shelf-stable seafood products like canned, pouched, and tinned options
- MSC certified and carry the blue fish label
The poll findings suggest that finding sustainable seafood can be easy and affordable, even for consumers with limited budgets. The results highlight the importance of labeling and certification schemes in making sustainable seafood options accessible to a wider audience.
About the Marine Stewardship Council
The Marine Stewardship Council (MSC) is a global, science-based nonprofit organization helping to protect the ocean and safeguard seafood supplies for the future. For over 25 years, the MSC has been working with scientists, fisheries, seafood companies, industry experts, retailers, conservation groups, and other nonprofits to improve the way our ocean is fished through the MSC Fisheries Standard and Chain of Custody Standard.
MSC Program
- The MSC program incentivizes and rewards sustainable fishing practices globally
- The MSC Fisheries Standard and Chain of Custody Standard
- MSC blue fish label makes sustainable seafood easy to identify and choose
The poll findings highlight the importance of the MSC program in promoting sustainable fishing practices and making sustainable seafood options accessible to a wider audience. The results demonstrate the effectiveness of the MSC blue fish label in making sustainable seafood easy to identify and choose.
About the Poll
The MSC poll was completed between February 21 and February 24, using Leger’s LEO panel, among n=1,007 American respondents aged 18+. Results were weighted according to age, gender, region, education, ethnicity, and number of people in the household in order to ensure a representative sample of the American population.
Methodology
- The poll was completed between February 21 and February 24
- Leger’s LEO panel
- n=1,007 American respondents aged 18+
- Weighted according to age, gender, region, education, ethnicity, and number of people in the household
The poll methodology highlights the importance of using a representative sample of the American population to ensure accurate and reliable results.