Strong growth in sustainable consumption
Research by the US Center for Sustainable Business (CSB) shows that consumers not only say they want to consume more sustainably, but they also started doing this now. The research shows that in almost every category in the supermarket, the growth comes from products and brands with a sustainability claim.
More sustainable products currently make up 17% of the researched market. 50% of the growth came from these products.
"Sustainability is the new disrupter from an environmental and social perspective." according to researcher Tensie Whelan. "Business leaders need to understand that consumer tastes are indeed changing and that if they don't begin to change to address that shift, their company will lose market share."