Pursuing sustainability when the purse strings are tight

Businesses and individuals are facing significant challenges across Europe. Inflation, industrial action, and supply chain disruptions have forced the focus onto short-term priorities, but is that at the cost of sustainability?

Our findings reveal the complex truth of what they want from businesses and what they are willing to pay for.

At present, only 31% of consumers trust sustainabilityrelated claims made by companies, and this trust decreases with age.
a quote from the work
32% of consumers indicated that they were more likely to buy a sustainable product instead of similar but less sustainable option