Enthusiasm for sustainability is fading: consumers are increasingly reluctant to bear the burden of a green transition with higher prices without seeing tangible benefits.

Donald Trump’s political agenda—what Mario Draghi once described as a “brutal wake-up call”—is influencing not only geopolitics and trade but also energy and environmental policies. 

It is no coincidence that by July 2025, oil giant BP sold its U.S. onshore wind business (BP Wind Energy to LS Power), a sector that has faced political headwinds under the current U.S. administration.

Across the Atlantic, the European Commission announced a month earlier its intention to withdraw the proposed Green Claims Directive, designed to improve transparency in environmental marketing across the EU single market. The decision followed weakening political support before final negotiations began, amid concerns about regulatory burdens and additional bureaucracy for businesses.

It is increasingly clear that “green” communication is losing momentum, a trend that had already begun before Trump’s second presidential victory and is now seeping further into Europe. Companies that once loudly promoted their climate commitments are now taking a quieter, more cautious approach.

At the same time, greenwashing—the practice of appearing more environmentally responsible than reality reflects—remains under scrutiny if not backed by quality. For consumers, product performance and reliability still matter most. Without it, even the most noble sustainability missions face losing appeal in consumers’ eyes.

Eco-Fatigue: When Sustainability Fatigue Sets In

The growing phenomenon known as eco-fatigue describes how initial enthusiasm for sustainability gradually turns into skepticism or indifference, often driven by economic pressures or distrust of corporate green messaging.

In recent years, a related trend known as greenlash has emerged, a growing backlash against ESG policies and green strategies. 

By 2025, greenlash gained momentum as critics increasingly portrayed sustainability policies as expensive or unrealistic, while economic concerns and political polarization weakened public support for environmental narratives.

With eco-fatigue, consumers are now growing weary of sustainability messaging and products that are often perceived as more symbolic than practical.

Why Sustainability Is Losing Its Appeal

Several factors are driving this shift:

• Consumer fatigue: In 2024, only 47% of consumers said that adopting a sustainable lifestyle makes little practical difference.
• Economic pressure: Sustainability is widely perceived as expensive. Price remains a major barrier: 61% of consumers report avoiding sustainable actions because they are too costly, up significantly from 52% in 2022.
• Distrust of greenwashing: More than 60% of consumers are skeptical of corporate environmental claims, often due to vague or unsubstantiated promises.
• Message saturation: Constant pressure to adopt environmentally friendly behaviors—sometimes described as eco-anxiety or eco-guilt—can lead to decision paralysis or disengagement.
• Shifting priorities: Economic uncertainty and technological disruption are redirecting attention toward other issues, such as artificial intelligence and the rising cost of living.

(Data Source: Deloitte Sustainable Consumer Report 2024)

Toward Responsible but Less Visible Consumption

This does not signal the end of sustainability, but rather its evolution. 

Consumers are gradually shifting toward more practical and circular habits—such as reuse, repair, and rental models—which are less visible than purchasing trendy “eco-friendly” products.

Companies that embrace social or environmental values without genuine commitment risk being perceived as opportunistic, ultimately losing the trust of both customers and employees. Sustainability communication has increasingly become a landscape of rigid standards and moral judgment, often alienating rather than engaging consumers. Terms such as “sustainable,” “eco-friendly,” and “green” are now ubiquitous, almost diluting their meaning.

The Importance of Quality and Authentic Commitment

According to the European Commission, more than half of corporate environmental claims are misleading or vague, and only about 10% can be verified. High-profile examples range from the 2015 Dieselgate scandal to social media influencers who monetize value-based messaging without substance.

Companies that build sustainability on a foundation of strong, high-quality products and authentic values are more likely to succeed. Without this foundation, environmental messaging risks appearing as little more than empty marketing paired with higher prices.

In light of this, the European Union is already taking concrete steps towards more affordable and sustainable energy sources, including investment in next-generation nuclear technologies. 

Indeed, only with competitively priced energy, streamlined bureaucracy, and realistic emissions regulations can European companies remain competitive with global rivals, while avoiding further greenlash.

Otherwise, green branding risks masking a deeper issue: declining competitiveness—something both consumers and businesses are increasingly unwilling to accept.