Sustainability Myth #10: Sustainability Isn’t Enough to Transform a Brand
As sustainability has reached an inflection point with consumers across industries, many brands and retailers want to capitalize on their sustainabili...
Sustainability Myths
Articles
Sustainability Myth #9: Consumer Expectations for Sustainability are Only in Food & Fashion
One of the primary jobs of insight professionals is to unearth, socialize, and unite stakeholders around emerging trends that can fundamentally transf...
Sustainability Myth #8: Sustainable Solutions Are Only for High-Income, Luxury Shoppers
Historically, high-income, luxury shoppers were the early adopters of sustainable solutions. This was driven by a combination of their environmental a...
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...
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...
Sustainability Myth #2: Consumers Can’t Define Sustainability
Sustainability is a complex, nebulous, ever-evolving topic. Companies looking to create sustainable goals or offer more sustainable solutions often ge...
Sustainability Myth #1: It’s All About Climate Change
Brands and retailers across industries have made significant strides in developing and executing on their sustainability commitments, many of which fo...