What Consumers Really Expect from Sustainable Retail
Key Insights from a New Omnibus Survey
Sustainability is no longer optional in retail. For many consumers, it now plays a direct role in where they choose to shop.
A November 2025 omnibus survey of 1,000 U.S. adults shows how expectations around environmental responsibility are shaping perceptions of retail brands. Respondents pointed to supply chains, manufacturing, and even the energy used behind digital tools like AI as areas that influence trust and loyalty.
For retailers, the message is clear. Sustainability expectations are rising, and meeting them creates both responsibility and opportunity.
Below are the key findings from the survey and what they mean for retailers working to reduce emissions, engage suppliers, and adopt technology thoughtfully.
1. Supply Chain Sustainability Shapes Buying Decisions
Nearly 46% of Americans say that learning a retailer’s supply chain is not environmentally sustainable would affect whether they shop with that brand. The signal is even stronger among younger shoppers, with 61% of Gen Z and 57% of Millennials saying supply chain sustainability influences their decisions.
What this means for retailers:
Consumers are paying closer attention to how products are made and sourced. Brand trust is increasingly tied to what happens upstream, including manufacturing practices, energy use, and supplier behavior.
Retailers need to show real progress, not just commitments. This includes working with suppliers to measure emissions, reduce energy use, and build more circular operations that minimize waste and resource use.
2. Manufacturing is Seen as a Major Source of Emissions
When asked which sectors contribute most to carbon emissions, respondents pointed to gas-powered vehicles (28%) and manufacturing (27%).
What this means for retailers:
Even if consumers do not understand every step of a global supply chain, they clearly associate manufacturing with environmental impact. This puts pressure on retailers to address emissions in factories, warehouses, and supplier facilities.
Retailers that invest in energy efficiency, electrification, and cleaner power sources are better positioned to respond to these expectations. Supplier-focused programs can play a major role here.
Partnerships like Schneider Electric’s LEAP (Levi’s Energy Accelerator Program) and Marks & Spencer’s RE:Spark show how retailers can support suppliers in reducing emissions and transitioning to renewable electricity, while improving resilience across the value chain.
3. Consumers Care About the Energy Used to Power AI
As AI becomes more common in retail, from demand forecasting to customer interactions, consumers are starting to think about its environmental impact.
48% of Americans say the energy used behind AI affects their willingness to adopt AI-powered tools. Concern is highest among Gen Z (62%) and Millennials (59%).
What this means for retailers:
Shoppers may value smarter and more personalized experiences, but they do not want those benefits to come with higher emissions. Retailers should be mindful of how they deploy AI and how much energy those systems require.
This is where more efficient, right-sized AI approaches come into play. By using AI tools that are designed to do the job without unnecessary computing power, retailers can limit energy use while still gaining insights and efficiency.
4. AI Raises Broader Concerns About Energy Costs
The survey also shows that AI is linked to wider concerns about energy use at home. 41% of Americans worry that AI could increase household energy bills, and 19% say they are extremely concerned or already seeing changes.
What this means for retailers:
This highlights the importance of explaining how AI is being used and what it is meant to achieve. When AI helps reduce excess inventory, cut transportation emissions, or improve energy performance in stores, those benefits should be clearly communicated.
Using efficient AI systems reinforces that message. Lower energy demand and smarter operations can help position AI as a practical tool for reducing waste, not adding to the problem.
5. Businesses Are Expected to Take the Lead
Finally, 58% of Americans agree that businesses have a responsibility to manage their supply chains, technology use, and resources in a sustainable way.
Sustainability is no longer something consumers simply admire. It is something they expect.
What this means for retailers:
Retailers are increasingly judged on their environmental actions alongside price, quality, and convenience. Brands that take ownership, work openly with suppliers, and show steady progress are more likely to earn long-term trust.
Turning Expectations into Action
These findings reflect what SE Advisory Services is already seeing across retail partnerships.
- Marks & Spencer’s RE:Spark program supports supply chain decarbonization and manufacturing improvements, while advancing circular initiatives like Another Life, which brings together rewear, repair, recycling, and resale across Fashion, Home, and Beauty.
- Levi Strauss & Co.’s LEAP program focuses on supplier energy transition and waste reduction, supporting the company’s goal of zero waste to landfill by 2030 and achieving 77% landfill diversion at key suppliers today.
Programs like LEAP and RE:Spark give retail suppliers the practical tools and education to address emissions where they are highest, and turn sustainability goals into on-the-ground results.
At the same time, tools such as Resource Advisor+ help retail suppliers track performance, manage data, and scale improvements across large portfolios of sites, while supporting more energy-efficient digital operations.
The Bottom Line: Sustainability Builds Loyalty
The survey makes one thing clear. Consumers want to buy from retailers that take sustainability seriously across supply chains, manufacturing, and technology use.
Retailers that work closely with suppliers, invest in credible decarbonization efforts, and use energy-efficient digital tools build more than compliance. They build trust.
And as consumer expectations continue to rise, the retailers that act today will be better prepared for what comes next.