Two-thirds of Americans are willing to pay more for sustainably made goods, according to national research released in 2025 by Northwind Climate and Ceres. The findings, published in “From Intention to Action: Inside the Mind of the Sustainable Consumer,” reveal an increased intent to buy sustainably over the past two to three years—up from 61% in 2024 to 68% in 2025.
Environmental stewardship is good for the planet—but there are also numerous practical reasons why engaging in sustainability efforts in vision care practices simply makes good business sense. Here, we share three simple-to-implement greener practice strategies that will bolster your bottom line.
1. Eco-conscious Product = Premium Price
Nearly 70% of consumers are willing to pay more for sustainably made goods. This translates seamlessly into the vision care arena. Numerous eyewear, contact lens, and spectacle lens companies have made deep inroads into eco-conscious materials and production, among other green initiatives. A wealth of greener products is available for practices to stock and market to their patient base. Research shows that at least two-thirds of patients will be less cost-sensitive when presented with these products, according to the “From Intention to Action” study.
Bonus Intel: The most likely buyers of sustainably made goods are younger consumers, including millennials and Gen Z, to whom an eco-conscious business focus is paramount.
2. Waste Reduction = Cost Savings
Developing a waste-reduction plan for your practice is good for business. Costs can be trimmed, and environmental impact also lessened.
Begin by tracking what types of waste your business produces and where it goes. A focus on reducing packaging and paper use, along with prioritizing durable products, will reduce office spending. Even simple changes like centralizing trash collection and adding signage for trash and recycling receptacles can significantly reduce trash disposal fees.
Bonus Intel: Nearly 60% of workers prefer employers with strong sustainability commitments, according to PwC’s “Global Workforce ESG Study,”and involvement boosts morale and retention. Employees want to participate in a practice’s eco efforts when it feels meaningful and collaborative.
3. Energy Audit = Lower Fees
Energy use is one of the largest costs for most organizations—and efficiencies offer opportunities to deliver fast savings. Many utility providers offer free or low-cost energy audits that pinpoint opportunities for improvement.
Bonus Intel: Simple, cost-saving energy improvements include LED lighting, smart thermostats that reduce HVAC use during off hours, motion-activated lighting in conference rooms and common areas, and Energy Star-rated office equipment.
Marketing Matters
Looking to share your practice’s sustainability efforts with your community? One important caveat—trust, clarity, and value matter a lot. In fact, the “From Intention to Action” study also tested the most- and least-effective sustainability messages. Consumers responded most strongly to concrete, practical, and benefit-driven statements, such as:
- “We are making products that last longer and can be recycled.”
- “We’re choosing cleaner ways to power our factories.”
- “Cutting waste saves money that we reinvest in our people and communities.”
By contrast, messages heavy on jargon, politics, advocacy, or distant goals performed significantly worse, often reducing trust and engagement.
In the end, environmental stewardship delivers a win-win, with cost savings for your practice and increased trust within your community.
Thank you for reading the second installment of Insight Media’s exclusive Earth Month Sustainability Matters weekly column series, supported by Menicon America. Join us this month as we explore ways in which vision care providers can seamlessly make environmental stewardship a part of their practice, leading to cost savings and increased patient trust.
Erinn Morgan is also the author of the educational book, “Picture Yourself Going Green,” from Cengage Learning.