Does sustainability actually sell? The complex reality behind consumer behavior

Sustainability remains a key component for many consumers when considering a new purchase - until it is time to make the sale, that is. The ongoing gap between what consumers say they want and what they actually want and do with it could be hindering the uptake of sustainable practices - but is it truly up to the consumers? 

Sustainability and whether it actually sells or not was the main focus of a recent webinar from Future Snoops, a future agency that offers trend foresight. Here, we take a closer look at the ongoing contradiction at the heart of current sustainability messaging, where sustainability stands now, and how brands and retailers can reimagine messaging surrounding sustainability and reconnect with consumers today.