From Oil to Air: New Survey Reveals 74% of Americans Ready to Choose CO2-Based Products
- Catalyst
- 2 days ago
- 3 min read
Updated: 1 day ago
First-of-its-kind consumer research shows market readiness for legacy brands to adopt carbon transformation technology across fashion, electronics, and beauty categories.
BERKELEY, CA (June 10, 2025) – 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. The data is being released as part of Twelve’s 10-year anniversary, marking a decade of innovation and impact since the company’s founding in 2015.
According to the findings, 74% of Americans would choose a CO2-based product over conventional oil-derived products if they are equal in 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.
74% of Americans would choose a CO2-based product over conventional oil-derived products if they are equal in quality.
Consumers increasingly recognize these embedded petrochemicals and want alternatives.
Powered by Twelve’s carbon transformation technology, legacy brands can replace fossil-based products in their supply chains with molecularly identical products made from CO2, 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. Another 19% said they were open but needed more information—bringing total openness to 93%
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, followed by 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.
What’s Next
This survey is the first step in a broader rollout from Twelve aimed at accelerating the shift to a fossil-free materials economy. In the coming months, the company will launch a brand engagement platform designed to help consumer-facing companies identify where in their supply chain they can replace fossil-based chemicals, materials, and ingredients with CO2Made® alternatives.
This platform will foster new partnerships between brands and Twelve, creating tangible roadmaps to decarbonize product lines and meet growing consumer demand for climate-smart innovation.
As part of its anniversary milestone, Twelve is also highlighting its evolution over the past decade—from lab-scale prototypes to commercial partnerships across industries. Valued at $1 billion, the company has continued to lead the industry – which has grown from ~20 CCUS companies to over 1300 since 2015–by:
Transforming over 150 tonnes of CO2 over the past decade just through R&D
Collaborating with some of today’s most impactful brands, like Mercedes-Benz, Procter & Gamble, Alaska Airlines, International Airlines Group, and others
Scaling carbon transformation technology production capacity by 4+ orders of magnitude
Earning 78 public and private grants, totaling $59MM, including competitive tax credits
From Petro to Possible
A new class of materials made from captured CO2 is emerging—turning emissions into valuable feedstocks for everyday materials. These essential products offer the same quality and performance that consumers expect, without the fossil footprint. It’s an opportunity for brand market leadership to produce the next generation of sustainable products with more resilient, de-fossilized supply chains.
And the market is ready. From fashion to personal tech, everyday home goods to beauty routines, this is no longer a niche innovation. It's a mainstream shift, with consumers calling for a world no longer built with oil, but one made from air.
Survey Methodology
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.
