April 15, 2025 – Sustainability is no longer a niche concern – it has become an expectation. Consumers care about the environmental and social impact of their purchases, but sustainability alone does not drive buying decisions. While shoppers support eco-friendly initiatives in theory, their actual purchasing behavior is shaped by price, convenience and perceived value.

The challenge for brands is not convincing consumers to care about sustainability – many already do. Instead, the challenge is removing barriers to sustainable shopping by ensuring eco-friendly choices are affordable, accessible and seamlessly integrated into existing habits. Consumers expect brands to take the lead, embedding sustainability into products and supply chains without requiring financial or behavioral trade-offs.

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