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MAGNA Media Trials published a study that reveals that brands that emphasize transparency and sustainability appear increasingly well-positioned to tap into emerging revenue opportunities.
Sustainability Sells, conducted in partnership with Sharethrough, an Equativ Company, and with survey support from the Rodale Institute, explores consumer behavior related to sustainability, uncovering that consumers are willing to pay more for sustainability, especially when it comes to ethical animal welfare, refillable packaging, and responsibly sourced materials.
The study noted that 76% of consumers believe climate change affects their personal health, while 79% consider sustainability in their purchase decisions. Younger audiences, often assumed to be more price-sensitive, are in fact leading this shift. Around a quarter of Gen Z and nearly a third of Millennials say they are willing to pay more for sustainable alternatives.
Access the full report below and read more in The Drum.
