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.
