Climate is foremost consideration for 55% of US consumers – Volta

Volta, an EV charging and media company, has announced the findings of its second annual Climate Conscious Consumer study, which tracks how our climate influences consumer spending, what environmentally-conscious consumers desire from advertisers, and how drivers are thinking about EVs.

Research / White Papers / November 30, 2022

By James Foster

Being a climate-conscious consumer is no longer is no longer associated with only coastal states in the US. Image: ©Stefano Gervasio/Dreamstime.com

The study is based on responses from 997 Americans representative of the US adult population gathered in September 2022 by F’inn, an independent research firm.

This year’s findings reveal that the adoption curve around climate consciousness has officially crossed into the late majority, with 55% of Americans identifying with this attitude — a 15% increase from 2021. This consumer cohort is also increasingly diverse and inclusive as it expands. Being a climate conscious consumer is no longer associated with only coastal states — this mindset is prevalent across the US with notable year-over-year increases in Texas, Kentucky, and Michigan.

Volta’s 2022 Climate Conscious Consumer study also examined EV adoption trends, revealing critical insights about where EV charging infrastructure must be deployed to facilitate the next wave of EV ownership.

Notably, EV intenders — those who stated they plan to buy an EV in the next 12 months — are urban residents. More than half of EV intenders are renters or live in something other than a single family home, compared to only 43% of current EV owners; and have lower incomes than early EV adopters.

These findings point to the importance of public, accessible EV charging infrastructure in more densely populated communities.