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Navigating sustainability marketing: Understanding consumer priorities and product benefits

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Many companies tout sustainability features in their products, yet fail to grasp a critical reality: consumers prioritise basic product attributes over social and environmental benefits.

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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Consumer Goods industry will surpass $15T globally by 2025. However the old business model of mass distribution is about to become obsolete. New Trends such as Digital Transformation, Millennials and Gen Z effect, Direct to Consumer and Post-Covid World are going to reshape the winning formula for the new era CG industry. ConsumerGeniuses.com is a content platform where we curate latest innovations and disruptions in the Top global trends in the Consumer Goods industry. ConsumerGeniuses is managed by IndustryGeniuses (A place where industries meet innovation). We are rolling out content platforms for the world’s hottest industries such as Food & Grocery Retail, Consumer Goods and Healthcare. Sign up to our weekly newsletter(s) and never miss out: https://signup.industrygeniuses.com/newsletter
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Consumer Goods industry will surpass $15T globally by 2025. However the old business model of mass distribution is about to become obsolete. Digital Transformation, Millennials and Gen Z effect, Direct to Consumer and Post-Covid World are going to reshape the winning formula for the new era CG industry. Our weekly newsletter covers global innovations and disruptions in CG industry.

ConsumerGeniuses is managed by IndustryGeniuses (A place where industries meet innovation). We are rolling out content platforms for the world’s hottest industries such as Food & Grocery Retail, Consumer Goods and Healthcare. For each of these key industries, we support Tech Startups and Industry Disruptors as they roll out next generation digital initiatives.

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