The Marine Stewardship Council (MSC) has released poll data revealing how Americans are balancing the rising cost of living while keeping the health of the planet top of mind.
The poll demonstrated some concern for the environment with grocery planning but reveals there is significant room for growth.
Global food production has a major impact on the planet, generating about a third of human-caused greenhouse gas emissions and contributing to climate change. Just one in five respondents say the environmental impact of their choices is frequently a consideration when grocery planning, with a third responding they consider it some of the time.
The Marine Stewardship Council’s poll findings come at a time when the rising cost of living and rapid changes to global supply chains deeply impact consumer shopping behavior. The average price of food in the U.S. has risen by 2.8 percent since the beginning of 2024. In 2025, prices for all food are predicted to increase 3.2 percent.
Through the poll, the Marine Stewardship Council sought to gain insight into whether sustainability remains a priority for Americans in the current economic climate.
Responses also revealed generational differences in consumer behavior. Gen Z and Millennial shoppers, ages 18-29, are nearly twice as likely as their 55-plus counterparts to consider their environmental impact when grocery shopping and meal planning.
Furthermore, 36 percent of consumers believe it’s at least somewhat important for businesses to focus on sustainability even with the rising cost of living, and more than a third believe it should be the priority.
“It is not surprising that cost is top of mind when it comes to buying groceries these days. This data, however, shows that even amid rising prices at the cash register, Americans still want to make choices that are good for the environment, especially among younger generations,” said Erika Feller, Americas director, Marine Stewardship Council.
The council’s poll revealed that a quarter of respondents believe fish and seafood is the most environmentally sustainable animal protein, closely followed by chicken.
And while 33 percent of poll respondents don’t know what the most environmentally sustainable animal protein is, studies show that wild fisheries have a lower greenhouse gas footprint than land-based animal proteins, making it a good choice for people prioritizing sustainability in their grocery shopping.
The Marine Stewardship Council works with fisheries and supply chain companies through its certification and ecolabeling program to give shoppers an easy way to identify certified sustainable seafood with its blue fish ecolabel.
The MSC ecolabel can be found on seafood packaging at a variety of price points in grocery and convenience stores, independent food retailers and some restaurants nationwide. Around one in five shelf-stable seafood products – like canned, pouched and tinned options – sold in U.S. grocery stores are MSC certified and carry the blue fish label, according to data from the FMI Power of Seafood Report compared to MSC sales data.
[RELATED: FMI Report: Seafood Sales Struggle Despite Perception As Healthy Option]