More 2 Marketing Sustainability now: Meeting consumer demand with real change
Sustainability now: Meeting consumer demand with real change In this podcast, discusses the growing importance of sustainability in business, driven by consumer demand and regulatory pressures. She highlights that by 2025, 73% of consumers are expected to prioritize environmental responsibility in their purchasing decisions, with Gen Z leading this trend. Susan mentions several examples of sustainable innovations, including Adidas' shoes made fromocean plastic, Coca-Cola's plant-based bottles, and Ikea's recycled furniture.She also emphasizes the importance of transparency and authenticity in sustainability claims, citing examples like Allbirds publishing detailed carbon footprints and Patagonia's "Don't Buy This Jacket" campaign. Susan concludes by encouraging businesses to consider how they can make a difference through recycling, reusing, and repurposing in their operations
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