Study: Consumers Expect Retailers To Share Their Values

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Sustainable Clothing - Organic tag on shirt in retail store

COVID-19 will go down in history as a global catastrophe — like the start of World War II — that ignited a sudden shift in how we see ourselves in relation to others and to the world. Hence: the Great Resignation, for example; the equal justice movement; everything having to do with climate change.

 

In the coming year, the retail industry in particular will be preoccupied with managing carbon footprints and waste — sustainability.

 

The topic sits at or near the top of every company’s to-do list because consumers are really paying attention now and voting with their wallets. Green-ness has become a core value message in nearly every retailer’s marketing campaigns and is the new “organic”.

 

But what does sustainability mean to consumers?

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