A Decade of Data In: A Growing Number of Consumers Would Purchase Products with the 1% for the Planet Logo
For the past decade, we’ve been measuring 1% for the Planet’s brand awareness and influence across our global key markets through The Harris Poll.
The results are in for our latest survey taken in 2025. The numbers, yet again, prove the growing value of 1% for the Planet certification among global brands.
The past decade alone has driven a 154% increase in brand awareness. At this point in time, nearly 1 in 3 people in our global markets have heard of 1% for the Planet. Better yet, consumers trust our logo when they see our name on products and services: 41% of people in those global markets confirm they’d be influenced to buy a product or service displaying the 1% for the Planet logo.
A win for the 1% for the Planet movement this polling period was the addition of the Netherlands as a key market in our 2025 survey. The results showed that the Netherlands tied for the highest awareness globally, indicating that we provide a solution that's accessible anywhere in the world.
When belief in a logo turns into action, the impact becomes tangible. Nowhere is that momentum more evident than in a couple of key global markets like the United Kingdom and Australia.
Brand growth in the United Kingdom
According to the new brand awareness survey results, the United Kingdom is currently our market with the best average brand growth since 2023. So, what does that look like? Thirty-three percent of people in this market are aware of and influenced by the 1% for the Planet logo. That number is up 50% from our previous survey in 2023.
Not only that, but those in the 18-34 age range in the United Kingdom are the most aware group when it comes to our global movement. More specifically, 58% of that market recognized the 1% for the Planet logo.
Brand awareness in Australia
The numbers were just as impressive in Australia last year. Nearly half of Australians (49%) said the 1% for the Planet logo would influence their decision to purchase a product or service—the highest of any country worldwide. That influence was even stronger among younger audiences, with 65% of people aged 18–34 saying the logo would impact their buying choices.
Visit our Power of the Logo page to dive into more results from the 2025 brand awareness survey.
Read more:
