This oversight leads to overestimations of consumer interest in sustainable products and subsequent slow adoption rates, despite a 48% share of new consumer packaged goods incorporating sustainability messaging. A study from New York University’s Centre for Sustainable Business reveals that while sustainability-marketed products grew to 17% of the U.S. market in 2021, up from 14% in 2015, they still face challenges in gaining significant traction. Understanding the dynamics empowers executives to craft strategies that align with consumer preferences and maximise success.
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