US consumers’ opinions about and willingness to participate in the transition from fossil fuels to renewable energy vary by income, age, and race/ethnicity. Familiarity with consumer sentiment helps businesses market sustainable products and policymakers strategize on how to shift mindsets.

Insights for What’s Ahead

• Across incomes, ages, and ethnicities, Asian Americans are most likely to indicate the importance of the switch to renewables.
• While consumers say they may be interested in switching to electric vehicles (EVs) and using renewable energy to heat or cool their homes, what they say and what they will do depends on affordability and accessibility.
• Unsurprisingly, most consumers prefer that corporations and governments shoulder the cost of the transition; higher-income earners are more willing to marginally contribute to the cost.