The article shares that 68% of Americans feel comfortable buying from a brand with clear values that it stands for.
Myths surrounding sustainability, environmental restoration, and social justice can be harmful since they are founded on misunderstandings. “People won’t buy green” is one such myth, despite people wanting to pay more for sustainable products. This is indicative of a value-action gap.
Consumers are unaware of sustainable products that meet their needs, as a lack of marketing undermines innovations and investments in sustainability. Pursuing sustainability can be expensive. Companies can manage costs by developing long-term solutions that boost ROI.
Ikea’s buy-back policy, for example, resulted in a 6.5% sales growth while also lowering the company's climate footprint in 2019. Businesses must back beliefs and values by innovating actionable solutions aligned with sustainability, rather than just trying to take credit for what’s already done.
[3 minute read]
