Sustainability is more than a trend; it’s a call to action, and one that consumers across the globe are becoming more involved in, pushing brands to set goals that help reduce climate change by 2030. As a result, consumers are making purchasing decisions based on how brands align with their values.
According to a 2019 study by IBM and the National Retail Foundation, consumers are prioritizing those brands that are sustainable, transparent and aligned with their personal core values. The same study shows that one-third of all consumers today will stop buying their preferred products if they lose trust in the brand, and one-third of consumers have already stopped purchasing their longtime favorite brands in 2019 due to these concerns.