Eco Guilt Hits Average American Nearly 50 Days Per Year
The average American feels eco guilt almost 4 times per month, like about using too much plastic or wasting food. They often make unsustainable choices when stressed, so companies need to make sustainability easy.
This is a syndicated article from Talker Research, which originally published this article on April 17, 2025, based on a survey conducted on behalf of HP.
1. Communicate empathy regarding eco guilt. Let customers know you understand they're worried about the environment and that your company shares their concerns, assuming you can back this talk up with data and real action.
2. Clearly show how your products/services alleviate eco guilt or eco anxiety. If customers feel bad about buying ready-to-eat packaged food items, for example, highlight your plastic-reduction initiatives.
3. Make sustainability the easiest choice. Customers are already stressed and under time/cost pressures. Don't market your more energy-efficient product based on saving the planet. Focus on how making this switch pays for itself after a given breakeven period.
4. If possible, offer positive solutions instead of "less bad" options. Maybe you use ingredients that promote biodiversity and have a net positive effect on the planet. Or maybe you're a member of 1% for the Planet, where each purchase helps fund environmental initiatives that create a positive environmental handprint outweighing your environmental footprint.
The average American experiences 48 days of annual “eco guilt” — the feeling that they could be doing more to help the environment.
A new survey of 2,000 Americans pinpointed the specific number of days per month that people feel strong guilt around their environmental habits and found this strikes 3.8 times per month on average — nearly 50 times per year.
From wasting food (31%) to tossing items that could have been recycled (29%) to leaving the TV on when not watching (27%), many people say they regularly feel they could improve their environmental habits.
As Earth Day approaches on April 22, the study shows that while people are trying, half (50%) admit they’re more likely to do something that isn’t environmentally friendly when they’re rushed or stressed.
Conducted by Talker Research on behalf of HP for its All-In Plan, the study also unearthed the other worries burdening Americans regularly in addition to eco-guilt.
Worries over finances (43%) and health concerns (33%) topped the list. Sleep problems (31%), political worries (27%) and family responsibilities (27%) also add to the stress toll, making Americans more susceptible to less environmentally-friendly actions.
Specifically, the environmentally friendly habits they find hardest to maintain when busy or stressed are recycling properly (29%), cooking at home instead of ordering takeout (27%), avoiding single-use plastics (22%) and bringing reusable bags, bottles or containers when out shopping (20%).
Despite these challenges, nearly three in four (73%) Americans say they wish they were more environmentally friendly than they are today — and a third are actively looking for ways to reduce their “eco guilt.”
“Balancing everyday life with eco-friendly habits can be tough,” said Kwamina Crankson, SVP of Subscriber Growth at HP. “We want to ease that pressure by offering products and solutions that easily fit into people’s routines, supporting more sustainable lifestyles without the added stress.”
The good news? Small changes can make a big difference. Whether it’s using a refillable water bottle, switching to reusable grocery bags or choosing services designed with sustainability in mind, consumers are looking for eco-friendly habits that fit their routine, not disrupt it.
For instance, many are opting for services that reduce waste, cut down on unnecessary shipments, or offer built-in recycling options, all things that help minimize environmental impact without demanding extra effort.
In the past month, participants said they felt guilty leaving lights and electronics on when not using them, using too much plastic, wasting food, driving instead of walking or biking and ​​taking long showers.
Millennials experience eco guilt most commonly at just over five times a month (5.4), with Gen Z worrying similar amounts (5.2). This drops to four times for Gen X (4) and under three times per month for baby boomers (2.8).
When asked why people might think younger generations feel more “eco guilt” than older generations, 48% said it’s because they grew up with more information on climate change and environmental issues.
Younger generations were also more willing to pay more for things like technology if they were eco-friendly — over a third of Gen Z (36%) and millennials (39%) supported this, dropping to 33% of Gen Xers and 26% of baby boomers.
And what do consumers want from brands? More than anything, they want companies to make living a sustainable lifestyle easier. Respondents called for reduced plastic packaging (60%), more affordable sustainable products (54%) and better recycling programs (54%). Others asked for greater access to reuse and repair services (40%) and for companies to lower emissions in manufacturing and shipping (40%).
“Millions of people think about climate change every day and want to make a difference, but many still wonder if their individual choices matter,” added Kwamina Crankson at HP. “That’s why we’re focused on making sustainable living feel less like a burden and more like a shared opportunity. We’re creating solutions that can easily integrate sustainability into everyday life, giving people better access to sustainable choices and recyclable products.”
Survey methodology
Talker Research surveyed 2,000 Americans; the survey was commissioned by HP and administered and conducted online by Talker Research between March 14 – March 30, 2025.
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