The sustainable consumer is no longer a niche. They are a silent majority who research, compare, demand, and act. They’re not dazzled by flashy campaigns or satisfied with generic promises. They seek something deeper: consistency, real impact, and active participation.

According to a Deloitte study (2024), 65% of consumers have stopped buying from a brand because it didn’t align with their personal values, and 73% expect companies to take a clear stance on social and environmental issues.

Faced with this new consumption profile, many brands are asking themselves: how can we connect with these people authentically? What do they really expect? How do we build relationships that go beyond marketing?

Here are six key trends shaping this shift, featuring insights and reflections from thought leaders like Sébastien Borreani, Max Bensimon, Alba Guzmán, Pablo Sánchez, and Pedro Olazabal.

1. They Want Actions, Not Speeches

The conscious consumer is no longer guided by what a brand says, but by what it does. What used to be a differentiator—having a purpose—is now just the starting point.

Max Bensimon puts it clearly: “Storydoing is when what you do speaks louder than any campaign.” He emphasized that “we’re no longer in an age of promises, but of proof—where consumers reward measurable, visible action.”

This demand is specific: 88% of consumers want brands to actively help improve the environment or society (GlobeScan, 2023). Every aspect of the business communicates—suppliers, design, operations, marketing. People spot inconsistency from a mile away. And when they do, trust is lost. That’s why relevant brands are those that turn purpose into visible, everyday decisions.

2. They Value Honesty Over Perfection

Impact isn’t always linear or flawless, and the consumer knows it. They prefer brands that show their human side and are transparent, rather than those that sugarcoat reality.

Pablo Sánchez has seen it firsthand: “What our clients value most is that we also share what doesn’t go well.”

This demand for transparency isn’t a trend—it’s a new way to build trust. Sharing failures, dilemmas, or unfinished work creates a much stronger bond than grandiose storytelling. In fact, an Edelman report (2023) shows that 63% of consumers trust a company more when it openly communicates its challenges.

3. They Expect Internal Consistency, Not Just a Nice Campaign

A good narrative loses power without an internal culture to back it up. Consumers can sense it: if purpose only lives in the ads and not in the company’s reality, there’s a disconnect.

Alba Guzmán is clear: “An impact narrative without an internal culture to support it is doomed to sound empty.”

Today, sustainability is expected to run through the entire organization—from leadership decisions to daily practices. If people inside the company don’t believe in the story, no one else will.

4. They Know Sustainability Isn’t Optional

Far from being a passing trend, sustainability has become a systemic expectation. Even amid political setbacks or conflicting messages, the conscious consumer stays the course.

Pedro Olazabal puts it simply: “Sustainability is like a river. We might throw rocks in, but it keeps flowing.”

78% of global consumers say sustainability matters when choosing a brand (IBM Institute for Business Value, 2023). Informed consumers know the cost of inaction will be far higher—and they reward brands that keep pushing for positive impact, even in uncertain contexts.

5. They Want to Understand the Story Behind the Data

People don’t just want numbers—they want data that helps them make better decisions. It should be clear, verifiable, and aligned with their values.

Sébastien Borreani from Devera makes it clear: “Only if we decode climate data properly can we make smart, responsible decisions.”

Showing what’s being measured, how it’s measured, and why it matters isn’t just a technical requirement—it’s a sign of respect for consumers who want to be part of the change, not just consume it. As Max Bensimon said, “When we present clear data on impact, consumers respond with more loyalty and commitment.”

6. They Seek an Active Role, Not Just to Be Spectators

People don’t want to be treated as passive audiences. They want to get involved—give feedback, contribute, question. Brands that enable participation are building stronger, more loyal communities.

According to a Futerra survey (2022), 59% of consumers say they want to be part of the solution, not just buy it.

Selling impactful products is no longer enough. People expect companies to invite them to join the journey—from everyday decisions to innovation processes.

In Summary

The conscious consumer doesn’t expect a perfect story. What they want is alignment between words and actions, radical transparency, and a chance to be part of something bigger than a transaction.

This Impact Talk made it clear: consumers are pushing us toward a more honest, demanding, and human economy. And brands have two choices: adapt or fall behind.

At Devera, we believe real sustainability is built on data, consistent decisions, and a narrative born from action. Because today, more than ever, telling a good story isn’t enough—you have to live it.

The brands that understand these new rules are better positioned to build trust, differentiation, and community. Because the future of consumption won’t just be sustainable—it will be shared, informed, and demanding.

This Impact Talk is just a glimpse into where conscious consumption is heading. If you’d like to dive deeper and hear directly from the speakers, we invite you to watch the full recording.