In an age where “eco-friendly” labels dominate everything from skincare to sneakers, the furniture industry still hasn’t earned a seat at the sustainability table. A new survey from our 2026 Winter Trends study reveals a surprising disconnect: while shoppers care about the planet, they’re not convinced their couches or coffee tables are doing much to help it.
Furniture: The Underdog of Sustainability
When Americans were asked which industries lead in sustainable practices, furniture barely registered, only 3% chose it. Compare that with skincare, vitamins, and apparel (all over 12%), and the message is clear: consumers don’t see furniture as part of the movement to be more sustainable in every aspect of people’s lives.
Even more surprising? Furniture also ranked near the bottom of the “least sustainable” list. Though not considered the worst when it comes to sustainability, the industry seems stuck in an awkward middle ground: not sustainable enough, not unsustainable enough, just overlooked.
Eco-Conscious…But Price Conscious Too
Here’s the twist, people want to buy sustainable furniture.
- 43% consider themselves environmentally conscious
- 57% say they’d be likely to purcchase sustainable furniture
So what’s stopping them?
In one word: Price
More than half of consumers (55%) say cost is the biggest barrier, and 48% would buy sustainable furniture only if the price bump is small, while 30% say they wouldn’t pay extra at all.
Concerns about durability, availability, limited styles, and confusing sustainability claims also make shoppers hesitate.
Shoppers Want Values – And New Experiences
Environmentally conscious consumers are also adventurous. Among those who bought furniture in the past month, 43% prefer brands that support environmental causes, and 38% are more likely to try new brands before they go mainstream. That’s good news for new sustainable furniture startups trying to differentiate themselves.
What America Actually Bought This Year
The survey also revealed what furniture Americans bought in the last year:
- 66% made a purchase
- Purchases were even higher among parents, city residents, and Millennials
- Top categories include mattresses, lighting, bedroom sets, storage cabinets, and sofas.
And when it comes to shopping habits? Shoppers lean more towards bargain hunting with 27% saying they buy mostly on sale, while only 17% usually pay full price.
The Bottom Line
The desire for sustainable furniture is real, but so are the obstacles. Until eco-friendly pieces become more affordable, more widely available, and more clearly marketed, the industry’s sustainability message may keep falling flat.
Still with more shoppers seeaking mission-driven brands and fresh styles, the opportunity is wide open. For furniture makers ready to innovate, the future could be a whole lot greener.
This study comes just as Provoke Insights launches its new Winter 2026 Trends Reports, offering new data across multiple industries, including furniture, fitness, beauty, and more.
Read Furniture Today’s Article by Joanne Friedrick: here
