New Research Shows Consumers Are Feeling the Effects of Greenhushing; Reframing around Health Could Unlock Consumer Engagement
GlobeScan’s 2025 Healthy & Sustainable Living consumer research study shows that consumers worldwide are seeing fewer sustainability messages and communications from brands. While this is likely part of the decline in concern for issues like climate change and biodiversity loss, the research across 33 markets, including 10 in Asia-Pacific, shows a rise in green purchasing: 58 per cent of APAC consumers report buying an environmentally friendly product, up from 53 per cent in 2024. In Vietnam and Indonesia, these figures reached 84 per cent and 78 per cent, respectively, while Singapore has seen a notable increase to 50 per cent.
This trend comes against a backdrop of declining trust in sustainability messaging. The report highlights a phenomenon known as “greenhushing,” where brands are reducing public communication about sustainability due to fears of backlash or regulatory scrutiny. As a result, fewer consumers are exposed to these messages and trust is eroding, particularly among younger generations like Gen Z, who are becoming increasingly disengaged.
Yet the market for sustainable products continues to grow. The study suggests that personal benefits such as health and well-being are now the strongest motivators for consumers, and that environmental concern is no longer the primary driver of sustainable purchasing.
In Singapore, for example, 42 per cent of consumers say they are inspired by messaging that emphasises affordability and long-term savings, while another 40 per cent respond to messages that make sustainable choices feel simple and achievable.
Across the region, willingness to pay more for sustainable products is increasing, with 77 per cent of Vietnamese and 76 per cent of Chinese consumers expressing support for companies that improve society and the environment.
The findings point to a new narrative for sustainability, one that frames eco-friendly living as a smart, healthy, and rewarding lifestyle rather than a sacrifice. This shift offers a clear opportunity for brands, governments, and civil society to re-engage consumers by focusing on tangible, everyday benefits.
You can access the global report here: https://globescan.com/2025/12/09/healthy-sustainable-living-report-2025/
About the Healthy & Sustainable Living Research Program
Launched in 2019, the Healthy & Sustainable Living research program aims to assist companies in supporting consumers to adopt healthier and more sustainable lifestyles. This program builds on over two decades of GlobeScan’s public opinion research in sustainability, branding, and reputation, and is designed to help organisations understand the diverse consumer mindsets that influence their barriers to and enablers of healthier and more sustainable living.
Conducted in July and August 2025, the study surveyed almost 32,000 people across 33 markets, including ten in Asia-Pacific: Japan, South Korea, China (Mainland), Hong Kong SAR, Vietnam, Thailand, India, Singapore, Indonesia, and Australia. Representative samples were collected in each market, with data weighted to reflect national demographics.
2025 Partners: Akatú Institute, BBMG, Consumers International, Danone, IKEA, Levi Strauss & Co., L’Oreal Group, Mastercard, Mondelez International, NYU Stern Center for Sustainable Business, P&G, Target, University College London (UCL), and WWF International.
About GlobeScan
GlobeScan is an insights and advisory firm specialising in trust, sustainability, and engagement. We equip clients with insights to navigate shifting societal and stakeholder expectations, crafting evidence-based strategies that reduce risks and create value for their organisations and society. Established in 1987, we have offices in Cape Town, Hong Kong, Hyderabad, London, Paris, San Francisco, São Paulo, Singapore, and Toronto. GlobeScan is a participant of the UN Global Compact and a Certified B Corporation. Learn more here.
Publish your content with EB Publishing
It's about who you reach. Get your news, events, jobs and thought leadership seen by those who matter to you.
