Why consumers are demanding more than just "sustainable"

"Sustainability is no longer just a buzzword. Today's younger consumers are not satisfied with talk and small token actions that commanded respect in the past. They actually know the difference between verbiage and meaningful action and are also far less inclined to applaud brands for simply reducing impacts. Instead, through social media and particularly influencers, they seek companies that are endeavoring to regenerate our planet by actively restoring the soil, rebuilding ecosystems, and strengthening local communities."

"Seventy-nine percent of shoppers consider sustainability before making a buying decision, according to a recent IPG study. But it doesn't stop there, with 63% of consumers willing to pay more for products with features like ethical sourcing or recyclable packaging. From groceries to skincare to clothing, eco-conscious consumers are driving change. According to the same IPG study, 92% of consumers want to know what brands are doing to fight climate change."

Young consumers, particularly Gen Z, reject performative sustainability and demand regenerative actions that repair soil, rebuild ecosystems, and strengthen local communities. These consumers distinguish marketing verbiage from meaningful action and expect third-party verification of environmental claims. High shares of shoppers consider sustainability in purchase decisions, many are willing to pay premiums for ethical sourcing or recyclable packaging, and most want transparency about brand climate efforts. Eco-conscious purchasing spans categories from groceries to skincare and clothing. Agriculture is identified as a central sector for driving restoration and addressing climate impacts through transformative practices.

Read at Fast Company