Sustainability Myth #7: Gen Z is Driving Sustainable Change
Now that Gen Z is coming of age and flexing their buying power and influence, a common misconception is that they will be the generation that will ush...
Future Trends
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Sustainability Myth #6: Consumers Are Not Willing to Pay More for Sustainability
Over the past two decades, I have never left a meeting with a brand or retailer without someone asking me the question, "will consumers pay more for s...
Sustainability Myth #5: Certifications Are the Best Way to Communicate Sustainability to Consumers
Brands and retailers who are overwhelmed at the complexities of sustainable product messaging are often tempted to leverage third-party certifications...
Sustainability Myth #4: Messaging Sustainable Solutions to Consumers is too Complex
Over the last 15 years, one of the biggest myths I have encountered from marketing teams at the world's largest brands and retailers is that messaging...
Sustainability Myth #3: Sustainability Has Become a Leading Purchase Driver for Consumers
As the conversation around sustainability intensifies and more companies begin to offer sustainable solutions, insight professionals must prevent thei...
Driving the Sustainability Message Home
Justin Coates, Head of Global Market Research & Consumer Insights, Eastman Chemical Company, knows a thing or two about sustainability and the role in...