Likelihood of U.S. consumers to purchase next-gen materials 2021

Share of consumers very likely to purchase next-generation materials in the United States, by technology

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Release date

September 2021


United States

Survey time period


Number of respondents

2,051 respondents

Age group


Special properties

Age, sex, and region quotas were established in accordance with 2019 population projections from the U.S. Census Bureau

Method of interview

Panel survey

Supplementary notes

The report introduces next-gen materials by saying, "A new category of high performance and more sustainable materials are emerging as an alternative to materials traditionally sourced from animals, including leather, silk, fur, wool, down, and ‘exotic’ skins."
Respondents were given a description of "next-gen materials" before completing the survey, including the following information, "In the last few years, rapid advances in science and technology have given rise to a new materials industry. Mission-driven companies are designing new types of materials for fashion, automobile, and homegoods products. Although made in different ways, these materials are all: High performance, More sustainable, Animal-free."
Participants considered six technologies for producing next-gen materials, and rated their likelihood of purchasing each. Answer choices included not at all likely, somewhat, moderately, very, and extremely likely to purchase.

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