It’s no surprise that consumers are becoming more and more socially aware when it comes to their purchases.  According to a recent Nielsen report, the percentage of shoppers in North America willing to pay more for products and brands that help save the planet has increased from 35% to 42% since 2011.  Although these numbers are slightly lower than the global average (55%), they prove nonetheless that to stay relevant, brands should market genuine sustainability efforts.

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While studies indicate consumers say they are willing to pay more for sustainability, do you think they are actually making the choice to do so when they are at the store?  Or, does price win out in the end?