Brands Face Rising Pressure as Consumers Demand Authentic Climate Action

As consumer expectations shift sharply, brands are under intensified scrutiny to demonstrate genuine commitment to climate change mitigation or risk losing market trust.

Today, more and more customers want brands to take real and clear action on climate change. Studies show that many Americans expect companies to make sustainability a real part of their business—not just a marketing claim. People want to see proof that companies are making a real difference for the environment. This means businesses can’t just make promises; they need to show real results. Doing this helps companies keep their customers and stay ahead of the competition.

NEMA said the tax breaks at risk—like Section 48C and those for making key electrification parts—aren’t just about saving money. They help bring supply chains back to the U.S. and make the country stronger in clean tech. As the U.S. gets ready to compete worldwide in new types of manufacturing and power systems, changing these policies now could scare off investors and slow down progress in automation. This could hurt everything from chip-making to building EV chargers.

Experts say getting rid of these tax breaks would hurt progress just as factories are starting to use AI and smart tech. NEMA told Senate leaders that changing the rules now could send the wrong message to investors who are betting on the U.S. to lead in clean energy. Many companies have already made plans, hired workers, and built supply chains based on these tax breaks sticking around. A sudden change could slow down projects, mess up supply networks, and hurt growth in high-tech manufacturing. Now, as the Senate decides what to do next, the automation industry is paying close attention. Companies that count on stable rules to plan big, long-term projects might have to rethink everything. That could slow down how fast new tech gets used in American factories.