Are businesses responding to the ever-growing sustainable demands of US consumers?

Sustainability continues to remain top of mind for consumers in the US - but finding the balance between meeting their needs and willingness to pay will be the key to unlock growth for businesses.

The most recent US results from the annual Simon-Kucher Sustainability Study indicate that an overwhelming majority of respondents, 94 percent, are actively incorporating sustainable practices into their lifestyle and purchasing decisions. How businesses respond to consumer preference will dictate their growth moving forward.

As sustainability gains greater traction, businesses are facing increased pressure to offer more eco-friendly products and services not just from consumers but from regulations and throughout the value chain. Our study revealed that 62 percent of respondents consider sustainability more important now than they did a year ago, indicating that there has been (and likely will continue to be) a shift in consumer attitudes. This trend now…