Survey: Americans are ready to embrace products made from CO2

A new national survey reveals Americans are ready to embrace products made from captured CO2 over traditional oil-based goods.

A landmark survey by carbon transformation company Twelve reveals that American consumers are ready to move beyond oil-based goods and embrace products made from captured CO2. Released in celebration of Twelve’s 10-year anniversary, this research marks a turning point for sustainable innovation across fashion, electronics, and beauty. The findings highlight a decade of progress and present a clear call to action for brands seeking to lead the next era of materials innovation.

Rising Demand for Fossil-Free Products

The survey, which included responses from over 1,000 U.S. consumers, shows a significant shift in consumer awareness and preference. Americans increasingly recognize the hidden role of oil in everyday products—from the plastic casings of phones to polyester clothing and cleaning supplies. As sustainability concerns become more mainstream, consumers are actively seeking alternatives to petrochemical-based goods.

A striking 90% of respondents said it is important for brands to eliminate fossil fuels from the products they sell. This overwhelming majority highlights the urgency for companies to rethink their supply chains and product materials. The research indicates that consumers are not only aware of the environmental impact of their purchases but are also ready to reward brands that take meaningful action.

Consumer Preferences Back CO2-Based Innovation

When introduced to the concept of goods made from captured CO2 instead of oil, most Americans were ready to act. The survey found that 74% of participants would choose a CO2-based product over an oil-derived alternative if quality and performance were equal. This preference is not just theoretical—76% of respondents said they would view a brand more positively if it offered products made from CO2.

The willingness to recommend these products is also high. Sixty-four percent of those surveyed said they are likely to recommend CO2-based products to others after learning about them. This word-of-mouth potential could accelerate adoption and drive further demand for sustainable alternatives.

Sectors Poised for Transformation

The survey results point to significant market readiness in several high-impact consumer categories. Sixty-seven percent of respondents expressed a desire to see apparel, accessories, and footwear products made from CO2 instead of oil. Technology and personal electronics followed at 57%, with beauty and personal care products close behind at 53%. These sectors represent billions of dollars in consumer spending and are characterized by high petrochemical intensity.

Brands operating in these spaces have a unique opportunity to differentiate themselves by adopting carbon transformation technology. By moving away from fossil-based materials, companies can not only meet consumer demand but also reduce their environmental footprint.

Twelve’s CO2Made Technology: A Pathway for Legacy Brands

Twelve’s CO2Made technology enables legacy brands to transform emissions into essential materials, allowing them to de-fossilize supply chains and enhance price stability without compromising product performance. This technology is positioned as a key enabler for brands looking to make the transition to more sustainable materials.

Nicholas Flanders, co-founder and CEO of Twelve said “This survey confirms what we've believed since day one: people want better products and a better planet. As we celebrate our 10th anniversary, it's clear that the future of materials is made from air, with no compromise in quality.”

Key Findings at a Glance

• 74% would choose a CO2-based product over oil if it reduced emissions and maintained quality

• 76% would view a brand more positively if it offered products made from CO2

• 64% are likely to recommend CO2-based products to others after learning about them

• 67% want to see CO2-based apparel, accessories, and footwear—outpacing technology (57%) and beauty (53%)

These findings reveal a strong foundation for market adoption and signal to brands that consumers are ready for change.

The Road Ahead: Tools and Opportunities for Brands

As the shift toward a fossil-free economy accelerates, Twelve plans to launch a new platform by year-end. This platform will help brands identify gaps in their supply chains and replace fossil-based materials with CO2Made alternatives. By providing actionable insights and solutions, Twelve aims to support companies in making the transition to more sustainable products.

Brands that move quickly to adopt carbon transformation technology can position themselves as leaders in sustainability and innovation.

The Future of Materials Is Made from Air

The message from consumers is clear: the time for fossil-free products is now. With technology like Twelve’s CO2Made paving the way, brands have the tools to meet this demand and help shape a more sustainable future. As Nicholas Flanders said, “the future of materials is made from air, with no compromise in quality.”

For legacy brands and innovators alike, the path forward is open—those who act now can capture the loyalty of a new generation of environmentally conscious consumers and drive the next wave of sustainable growth.