With April being the official start of Earth Month – the annual awareness month for protecting the planet – CivicScience wanted to take a closer look at Americans who are environmentally conscious, this month and beyond. The latest data show that just over a quarter of U.S. adults report they adjust their lifestyle to help the environment ‘every chance they get.’ A larger percentage (35%) do so only ‘if it’s convenient,’ and another 26% adjust their lifestyle for the environment ‘occasionally, but not often.’ The remaining percentage (14%) report they ‘never’ adjust it.

So, who are the consumers who claim to be the most environmentally conscious, and what does their lifestyle look like? For one, the majority are ‘very concerned’ about climate change (68%), which is twice that of the general population average (33%) — here are five other trends:

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