New research published in this month’s Harvard Business Review reveals that consumers do indeed want to shop sustainably.
Researchers at New York University’s Stern School of Business conducted extensive research into American consumers’ actual purchasing, using IRI’s rich data sets linked to retail sales. They reviewed 71,000 SKUs across 36 consumer packaged good categories.
Headlines include:
- 50% of consumer product growth from 2013 to 2018 came from sustainable products!
- Products marketed as sustainable grew 5.6 times faster than those that were not.
- Coffee is among the categories with the largest share of consumers buying sustainable products—joining other leaders such as milk, yogurt, and bottled juices.
What does this mean?
Consumers are finding meaningful ways to contribute to solve some of the world’s most seemingly intratable problems by using their purchasing power.
By making smart sustainable purchasing decisions, you are outpacing the competition and positioning yourself for long term success in this new consumer market. Oh, and you’re being a kick ass global citizen who’s making a real difference in the world!
Read more about this important consumer research here:
https://hbr.org/2019/06/research-actually-consumers-do-buy-sustainable-products
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