Sustainability sells in the US consumer market
The McKinsey Podcast
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The Importance of Doing Things More Right
The premise of all of this isn't you put a claim on the product for the sake of putting a claim, right? The premise is you have to be doing things more right. There's still a lot of brands who are doing really great things that aren't actually communicating it to consumers on PAC. And we know from a consumer perspective, that's one of the top places that they're saying, I want it in on the package.
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