If you are not entirely sure what is meant when someone talks about sustainability, you are not alone. It can be especially confusing when thinking about sustainability in the context of a business: Is it possible to be sustainable and profitable? Or is it mainly just a PR trick?
More and more customers make purchasing decisions based on their personal values. According to IBM Research Insights, the number of purpose-driven consumers has caught up the segment of value-driven consumers, consisting of those who shop with their wallets in mind, looking to get the most value for their money.
Over 80 percent of people say it is important that companies work for improving the environment, according to a 2019 global survey by Nielsen. Brands are moving beyond the usual standards of sustainability, such as recyclable packaging or paper straws, and customers are more aware than ever in wanting to bring their money to companies that share their values.