Consumers are experiencing climate change in real time – from enduring extreme heat and wildfires to floods. Yet as environmental impacts intensify, consumers’ emotional bandwidth for environmentalism is thinning. Their concern is being challenged by climate fatigue and a sense of powerlessness, leaving many searching for tools to cope emotionally with the climate crisis.

Many consumers have lost faith in corporate ESG pledges and government policy, yet expectations for brands to make sustainability progress are climbing – 39% of US adults believe companies and individuals share responsibility to fight climate change equally (Morning Consult, 2025). For brands, the challenge lays in becoming a genuine partner in systemic change, shouldering the burden for consumers without triggering scepticism.

Globally, 42% of consumers cite high costs as the primary barrier to adopting more sustainable lifestyles (Bain & Co, 2025). But as financial uncertainty squeezes wallets, low-impact behaviours are rising for budgetary reasons. Consumers are reducing waste, buying less and choosing resale to save money, creating an opportunity for brands to devise services that encourage cost-conscious, sustainable habits.

AI is emerging as a sustainability enabler and a climate contradiction. Consumers, especially younger people, are using generative AI to get personalised advice and recommendations on sustainable living. Yet the rapid growth of AI is raising energy demand and emissions, provoking questions about whether AI’s positive impact on sustainable behaviour can outweigh its increasing carbon footprint.