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sustainability

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A collage of diverse faces across the globe.

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...
Young protesters, with sign Planet Over Profit.

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...
stack or jars of coins with plants in them, symbolizing price

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...

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...

Exploring 10 Myths About Global Consumers & Sustainability

Instead of retreating during the COVID pandemic, concerns around sustainability only intensified among consumers, companies, and governments around th...