Boat Owners Sustainability Drives Purchase Decisions, according to the recently released study by Unmuted Consumer Insights.
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Sustainability and Environmental Focus for Boat Owners.
Farmington Hills, MI – July 21, 2025 – As sustainability continues to reshape industries across the globe, the recreational boating sector is feeling the impact. A newly released study by Unmuted Consumer Insights reveals that environmental responsibility is now a clear competitive differentiator in the marine market. 68% of U.S. Boat Owners Say Environmental Commitment Influences Brand Choice.
The 2025 U.S. Boat Owners Sustainability Study, based on feedback from 772 boat owners nationwide, offers critical insights into how eco-consciousness is influencing consumer behaviour in the recreational boating industry. The report explores owner attitudes toward sustainable practices, including perceptions of electric boats, environmental impacts, and emerging technologies.
“Our findings confirm what we’re seeing across many markets: sustainability matters,” said Bridget Millar, President of Unmuted Consumer Insights. “Over two-thirds of boat shoppers now consider a brand’s environmental practices as part of their decision-making process—a trend that’s reshaping the future of recreational boating.”
Electric Boats Gain Attention, Though Concerns Remain
The study found a growing openness to electric propulsion among U.S. boaters. When asked about their likelihood to consider an all-electric boat, 54% of respondents said they would be open to the idea if purchasing a new vessel today. Respondents cited perceived environmental benefits, reduced maintenance, and quiet operation as top advantages.
However, the study also highlights consumer hesitation. Common concerns included range limitations, charging infrastructure, and the upfront cost of electric models. These barriers suggest that while interest is rising, practical considerations will play a crucial role in adoption rates.
Satisfaction Correlates with Boat Size and Use Frequency
In addition to sustainability attitudes, the study examined behavioural and technical boating factors such as ownership history, propulsion type, and waterway usage. A key insight: boat satisfaction increases significantly with both vessel size and usage frequency. Owners of larger boats who use them more often reported higher satisfaction levels and were also more likely to explore new technologies and eco-friendly upgrades.
This context helps the marine industry better understand which segments are most inclined to embrace sustainable innovations—and what motivates them.
A Wake-Up Call for the Marine Industry
For boat builders, OEM suppliers, and marine retailers, this research provides timely evidence that environmental stewardship can drive brand loyalty and market share. As today’s consumers seek products that reflect their values, sustainability efforts—from carbon footprint reduction to investment in electric drivetrains—are not just “nice-to-haves,” but core to business growth.
The study was conducted online from May 21–28, 2025, in partnership with Veridata Insights, which provided participant recruitment services.
To download the 2025 U.S. Boat Owners Sustainability Study, follow this link
Media Contact
Bridget Millar
President, Unmuted Consumer Insights
Phone: (248) 252-4730
Email: bridget@unmutedci.com
Website: unmutedci.com
About Unmuted Consumer Insights
Founded in 2013, Unmuted Consumer Insights, LLC is a full-service market research firm based in Farmington Hills, Michigan. The company specialises in custom quantitative and qualitative research, providing actionable insights that empower businesses to better understand consumer needs.
About Veridata Insights
Veridata Insights offers high-quality sampling solutions for both quantitative and qualitative research projects. Learn more at veridatainsights.com.
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