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How To Market Sustainability While Avoiding Greenwashing - Forbes   

In March of this year, Forbes Research released the 2023 State of Sustainability Survey, capturing the views of C-Suite executives for multi-million dollar corporations on sustainability. This survey, in essence, was a vibe check aiming to understand how important sustainability really is to these large enterprises. A big collective sigh of relief was released when this report found that sustainability has climbed up the corporate agenda a whopping 65% in the last three years, becoming a top-3 focus for many organizations. In the 12 months following, we should be seeing a trend in corporations pledging to do something about their climate impact through three main initiatives - ensuring sustainable supply chains, lowering greenhouse gas emission and reducing plastic waste.

The depletion of fossil fuels like coal, oil and gas has been long justified by humanity's need to advance, develop and upload Shein hauls to YouTube. But as we, society, have advanced past the need to extract the Earth of its very finite resources, we’ve become very aware of the direct impact our choices have on our planet. While these choices to some might appear like thrifting and remembering to bring your reusable tote bags to the grocery store, to about 72% of consumers it means actively choosing to spend their hard-earned cash on brands that have proven to be environmentally conscious.

As a marketer, that metric shouldn’t be that shocking. In the past few years, we’ve witnessed a real-time shift in consumerism as people more exclusively shop from and engage with brands that align with their views on social and environmental issues. Purpose-driven consumption makes up 44% of modern day shopping behaviors, making it the largest segment of consumers to date.

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