Will Sustainability Be The New 'It' Feature?

No matter which side of the fence you sit on, there’s no denying that sustainability is high on the priority list of many customers. They live it in their personal lives, they encourage friends and family to participate in it, and they expect it from the brands they buy from. In fact, in some cases, customers even boycott unsustainable businesses after they leave for their “greener” competitors.  

But, even with this new sustainability trend on the rise, there’s still room for debate as to the impact and staying power it will have. Is sustainability the differentiating feature of the future? Let’s look at it a little more closely. 

Why is Sustainability Important? 

The glaring reality is: consumers want to shop at businesses that represent their values. They care deeply about how your business acts and why it does what it does. And since sustainability has been found to be a top priority for more than 50% of consumers across the globe, that means your sustainability practices are being scrutinized under the consumer microscope to see if they stack up against their values.