For most consumers, sustainability has been considered a “nice-to-have” in the brands they buy, but it’s rarely been table stakes. That’s about to change. Our research suggests we’re on the brink of a major shift in consumption patterns, where truly sustainable brands — those that make good on their promises to people and the planet — will seize the advantage from brands that make flimsy claims or that have not invested sufficiently in sustainability. We’re fast approaching this tipping point where sustainability will be considered a baseline requirement for purchase, and companies should prepare now.
Research: Consumers’ Sustainability Demands Are Rising
We’re on the brink of a major shift in consumption patterns, where brands that make good on their promises to people and the planet will have the advantage.
September 18, 2023
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Summary.
Three factors are driving us toward a major shift in consumption patterns where consumers will consider sustainability as a baseline requirement for purchase: 1) Trust drives behavior and, ultimately, business outcomes; 2) Sustainability promotes trust, particularly among younger generations; and 3) Younger generations will soon have most of the purchasing power in the U.S. Companies that understand these trends — and create truly sustainable brands that make good on their promises to people and the planet — will seize advantage from brands that make flimsy claims or have not invested sufficiently in sustainability.