Who is the conscious consumer, what drives their purchase decisions, and how does brand perception map to actual buying behavior. Census-balanced primary research across n=2,293 U.S. consumers — for CPG brand teams, consumer insights leaders, and product development decision-makers.
Brand-specific perception data like this is rarely available in publicly syndicated research.
Selected findings from the full data set — purchase driver rankings, generational segmentation, and brand perception benchmarks across the conscious consumer landscape.
41% of U.S. consumers consistently factor social, environmental, or ethical impact into purchasing. That's the segment that will define CPG brand strategy for the next decade.
| Segment | % |
|---|---|
| Core Conscious Consumers | 16% |
| Likely Conscious Consumers | 25% |
| Aspirational / Lightly Conscious | 37% |
| Unlikely Conscious | 15% |
| Not Conscious | 7% |
Consumer insights for brand-side decision makers — positioning strategy, product messaging, generation and gender segmentation, and brand perception benchmarking.
Frame the consumer insights case for conscious consumption positioning — with generational and gender-segmented data to brief the team and align the C-suite on brand strategy.
Understand who the conscious consumer actually is versus who you assume they are — and use the purchase driver hierarchy to make the case for repositioning product messaging.
Connect sustainability commitments to actual consumer behavior — get the data to translate environmental and social impact initiatives into measurable brand perception metrics.
Use generational and segment-specific purchase driver data to inform product development priorities — understand which conscious attributes matter most to the segments you serve.
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Sample findings · no credit card
A curated selection of findings from the Conscious Consumer report sent directly to your inbox. Enough to evaluate fit before you purchase.
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Full consumer segmentation data, purchase driver rankings by gender and generation, and brand values alignment tables — for brand managers and insights leads building positioning strategy.
One-time purchase · instant access
Everything in the Executive Summary plus all brand-by-driver cross-tabulations, the 6 strategic implications framework, Aspirational-to-active conversion analysis, and a 30-minute analyst session to walk through your specific challenge.
Includes a 30-minute session with a PortMA analyst to apply the conscious consumer segmentation directly to your specific brand positioning challenge.
Not sure which tier is right for your use case? Our analysts can walk you through how the conscious consumer segmentation applies to your specific category and brand positioning.
We'll email a curated selection of findings from the Conscious Consumer report — enough to know whether the data fits your brand positioning before you commit.
