Circularity offers us an opportunity to reimagine the brand-consumer relationship—let’s make the most of it.

Global consumers are increasingly aware of the socio-environmental impact involved in the products they buy. They not only expect brands to act responsibly, but are also willing to forego some of their convenience for the sake of the greater good. Such favourable attitudes toward pro-environmental and sustainable product-purchasing and use are increasing year on year. These attitudes, however, are not always mirrored in tangible actions.

It is extremely challenging for people to make permanent behavioural changes. So, although consumer appetite for sustainability is on the rise—66 per cent of consumers and 73 per cent of millennials report a willingness to pay more for sustainable offerings—there is an exciting space to further encourage and support sustainable, and circular, consumer behaviours.

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