Sustainability Loses to Price

National YouGov data (Aug 2025–Aug 2026) show a majority of Americans say sustainability influences them in the abstract (61%), yet only 14% list sustainable production as important when buying clothes, while price (66%), value (60%) and fit (55%) dominate. Consumers also report affordability barriers (51% agree 'it costs too much to be green') and widespread skepticism about brand claims (75% agree brands will 'slap anything on a label'). — If sustainability rarely overrides cost and trust concerns at checkout, corporate net‑zero pledges, labeling rules, and consumer‑focused environmental policy will have limited real‑world impact unless they address price and credibility.