This story is part of a week-long series on climate change and sustainability. It’s in partnership with Covering Climate Now, a global journalism initiative to cover climate change in the week leading up to the U.N. Summit on climate change in New York on Sept. 23. Click here to learn more about the initiative and read all of Adweek’s coverage on how sustainability and marketing intersect.
Eco-conscious consumers increasingly want to buy from brands with sustainability built into their business models.
Data analysis firm GlobalWebIndex found that 57% of consumers are willing to pay more for sustainable products. A 2018 report from Edelman indicated the impact of this shift: “Brands are now being pushed beyond their classic business interests to become advocates for a better society.”
As more brands lean into sustainability, however, consumers are struggling to find and discover those brands and the products that fit within the eco-friendly framework. The reason: There’s a certain amount of education that has to happen between brand and consumer around sustainability efforts for that message to become clear—and with shoppers’ attention spans being shorter than ever, this can be a major challenge..…[Read More]
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