From Oil to Air: New Survey Reveals 74% of U.S. Consumers Ready to Choose CO2-Based Products as Twelve Marks 10 Years of Carbon Transformation

First-of-its-kind consumer research shows market readiness for legacy brands to adopt carbon transformation technology across fashion, electronics, and beauty categories

BERKELEY, Calif., June 10, 2025 /PRNewswire/ -- A new survey of over 1,000 U.S. consumers conducted by Twelve, the carbon transformation company, reveals a powerful shift in consumer preference: Americans are ready to move beyond oil-based products and embrace goods made from CO2. Released in celebration of Twelve's 10-year anniversary, the findings underscore a decade of progress—and a clear call to action for brands looking to lead the next era of materials innovation.

According to the findings, 74% of Americans would choose a CO2-based product over an oil-derived alternative if the products have equal quality. A striking 90% of respondents said it is important for brands to eliminate fossil fuels from the everyday products they sell. This growing awareness reflects the hidden role of oil in everyday products—from the plastic casings of phones to polyester clothing and household cleaning products. Consumers increasingly recognize these embedded petrochemicals and want alternatives.

Powered by Twelve's CO2Made® technology, legacy brands can transform emissions into essential materials, enabling them to de-fossilize supply chains and increase price stability without compromising performance.

"This survey confirms what we've believed since day one: people want better products and a better planet," said Nicholas Flanders, co-founder and CEO, Twelve. "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

When introduced to the concept of goods made from captured CO2 instead of oil, most Americans were ready to act:

• 74% would choose a CO2-based product over one made from 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% of consumers want to see apparel, accessories and footwear products made from CO2 instead of oil - ahead of technology and personal electronics (57%) and beauty and personal care products (53%)

These findings point to significant market readiness in categories with massive consumer spend and high petrochemical intensity—tech, fashion, beauty, and home goods—representing billions of dollars in opportunity for companies ready to act.

As Twelve accelerates the shift to a fossil-free economy, the company will launch a platform by year end to help brands identify gaps in their supply chain to replace fossil-based materials with CO2Made™ alternatives.

From Petro to Possible

A new class of materials made from captured CO2 is emerging—turning emissions into valuable feedstocks for everyday materials. These products match the quality and performance that consumers expect, without the fossil footprint.

This is no longer a niche innovation movement—it's a mainstream shift.

About Twelve

Twelve™ is the carbon transformation company, on a mission to advance industrial innovation and build a world made from air. Opus™, Twelve's revolutionary carbon transformation technology, works like industrial photosynthesis. It transforms CO2, water, and renewable energy into hydrocarbons, the building blocks for essential chemicals, materials, and fuels. Twelve can make the same chemicals, materials, and fuels from CO2 that are conventionally made from fossil fuels. Learn more at www.twelve.co.

This report is based on a national survey of 1,000 U.S.-based adults, conducted to assess awareness, perception, and demand for consumer products made from captured CO2 as an alternative to petrochemical-derived goods. The sample was nationally representative across age, gender, and geography.

Contact
Leah Goodman
[email protected]
9176977662

SOURCE Twelve Benefit Corp