The research shows that sustainability is having a significant impact on consumer preferences, with 79% of consumers changing their purchasing patterns based on sustainability. This is in contrast to the 36% of organizations who believe consumers are willing to make this change. The gap represents a risk of up to 6% of brands and retailers' revenue if unaddressed. Consumers practice sustainability in their daily lives and shopping behavior, attributing positive emotions such as feeling "happy" when buying sustainable products. However, COVID-19 has made the situation more nuanced, with consumers weighing up safety issues against sustainability goals. Overall, sustainability is becoming increasingly important to consumers and organizations must adapt to meet their expectations.
