How to make sustainability a growth driver

Published on July 11, 2024

In recent years, sustainability has firmly established itself as a top priority in boardrooms worldwide. No longer just a buzzword, it has become a critical issue that no CEO can afford to ignore. However, while the need for sustainable practices is evident, many companies struggle to transition from traditional to more eco-friendly products. They often face the dilemma of either charging a premium or compromising on quality, and in both scenarios, they struggle to attract consumer interest or willingness to pay. As a result, their sustainable innovations often fail to gain traction.

This challenge is often explained by the Green Mirage Effect. Consumers express strong support for sustainability and claim they are willing to pay a premium for…

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