Growing an eco & sustainability brand
Renewables made about 24% of US electricity in 2025, and under-30s are the most likely to say people cause climate change. Reach them on Instagram and TikTok.
How big is the eco & sustainability industry?
Renewable sources made about 24% of US utility-scale electricity in 2025, and solar installers are the second-fastest-growing occupation in the US.
| Measure | Figure | Year |
|---|---|---|
| Electricity from renewable sources | About 24% | 2025 |
| Growth in solar installer jobs | 37% | 2025 to 2035 |
| Growth in wind turbine technician jobs | 30% | 2025 to 2035 |
| Municipal trash generated | 292.4 million tons | 2018 |
| Share recycled or composted | 32.1% | 2018 |
EPA's national waste figures run through 2018. Textiles made up 17 million tons of that trash, and 14.7% of them were recycled.[1, 2, 3, 4]
Who are eco & sustainability customers?
Adults under 30 are the most likely to say people are warming the planet. Democrats are about three times as likely as Republicans to say climate change harms Americans.
| Group | What the figures show |
|---|---|
| Ages 18 to 29 | 61% say the Earth is warming mostly because of human activity |
| Ages 65 and older | 40% say the same |
| Democrats and leaners | 68% say climate change harms people in the US a great deal or quite a bit |
| Republicans and leaners | 22% say the same |
These figures come from Pew Research Center surveys of US adults in March and April 2026.[5]
Which platforms should an eco & sustainability brand grow on?
Instagram and TikTok reach most US adults under 30, and LinkedIn reaches half of college graduates.
| Platform | US adults | Ages 18 to 29 | College graduates |
|---|---|---|---|
| 51% | 79% | 59% | |
| TikTok | 37% | 65% | 28% |
| 31% | 41% | 51% | |
| Pinterest, 2024 | 36% | 43% | 39% |
Pew's Pinterest figures are from 2024, its latest survey of the platform; the others are from 2026. Put your proof, such as impact reports, on your .com, and read Protecting your trademark once your name is filed. Before you post a green claim, read the US and EU rules in naming an eco brand.[6, 7, secondary]
Checks the .com, Instagram, LinkedIn, Pinterest, TikTok and trademarks in one search.
Who are the top eco & sustainability creators?
Pattie Gonia, Sam Bencheghib of Sungai Watch and Alexis Nikole Nelson are all on TIME's 2025 list of the 100 most influential creators.
| Creator | Known for | Named by |
|---|---|---|
| Pattie Gonia | A drag artist making climate videos; co-founded Outdoorist Oath | TIME100 Creators 2025 (opens in a new tab) |
| Sam Bencheghib | Sungai Watch river cleanups, with 350+ trash barriers in Bali and East Java | TIME100 Creators 2025 (opens in a new tab) |
| Alexis Nikole Nelson | The "Black forager," teaching people to find wild food; a James Beard Award winner | TIME100 Creators 2025 (opens in a new tab) |
Sources [8, secondary]
Which sites are the authorities on eco & sustainability?
The FTC's Green Guides, EPA's ecolabel list, ENERGY STAR and the US Energy Information Administration are the main eco authorities.
| Site | What it is | Use it for |
|---|---|---|
| FTC Green Guides (opens in a new tab) | FTC guides to help marketers avoid misleading environmental claims, last revised in 2012 | Wording green claims |
| EPA: Specifications, Standards and Ecolabels (opens in a new tab) | EPA's list of 60+ standards and ecolabels for federal buyers | Choosing a credible ecolabel |
| ENERGY STAR (opens in a new tab) | The government-backed symbol for energy efficiency, run by EPA | Certifying energy-efficient products |
| US Energy Information Administration (opens in a new tab) | The federal government's independent authority for energy statistics | Electricity and renewables figures |
Sources (12)
- PrimaryUS Energy Information Administration: Electricity in the United States (opens in a new tab), utility-scale generation in 2025
- PrimaryUS Bureau of Labor Statistics: Fastest growing occupations (opens in a new tab), projections for 2025 to 2035
- PrimaryEPA: National Overview, Facts and Figures on Materials, Wastes and Recycling (opens in a new tab), data through 2018
- PrimaryEPA: Textiles, Material-Specific Data (opens in a new tab)
- PrimaryPew Research Center: Americans Are Increasingly Pessimistic About Avoiding the Worst Effects of Climate Change (opens in a new tab), surveys of US adults in March and April 2026
- SecondaryPew Research Center: Social Media Fact Sheet (opens in a new tab), survey of US adults
- SecondaryPew Research Center: Social Media Fact Sheet (archived copy) (opens in a new tab), Pinterest figures from a survey of US adults, 1 Feb to
- SecondaryTIME100 Creators 2025 (opens in a new tab)
- PrimaryFTC: Green Guides (opens in a new tab)
- PrimaryEPA: Recommendations of Specifications, Standards, and Ecolabels for Federal Purchasing (opens in a new tab)
- PrimaryENERGY STAR: About (opens in a new tab)
- PrimaryUS Energy Information Administration: About EIA (opens in a new tab)