In the age of 'what's in it for me?,' sustainability marketing is over. Research shows just 20-25% of consumers prioritize sustainability enough to pay more.
Two key pressures underpin the death of sustainability marketing: regulatory scrutiny and the reality that it fails to deliver sufficient financial returns for brands.
CFOs are increasingly reluctant to invest in sustainability marketing without evidence of returns, creating a fundamental disconnect between corporate goals and consumer behavior.
The overwhelming majority of brands have adopted sustainable practices, but the mismatch between consumer willingness to pay and marketing costs is becoming apparent.
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