The Consumer wants to change

According to the Pew Research Centre, a global median of 51% say climate change is already harming people around the world, while another 28% believe it will do so in the next few years. Two-thirds believe people will have to make major lifestyle changes to combat climate change.
[Source pewresearch]

The European commission found that most Europeans would be prepared to change their purchasing habits and buy more environmentally-friendly products, but many feel they lack information and distrust manufacturers' environmental claims.
[Source europa.eu]

Likewise, the World Business Council found that while consumers are increasingly concerned about environmental issues, this does not often translate into sustainable consumer behaviour because of conflicting priorities and scepticism.
[Source WBCSD]

It’s clear the consumer is willing to make sustainable choices, but, due to lack of sufficient information, doesn’t necessarily know how to make a good purchasing decision.

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