70% of consumers will abandon non-sustainable brands

Per this article, an Oracle study produced the following, which is consistent with other studies we have seen:

• 70% of consumers will abandon brands that do not take sustainability seriously
• 87% of consumes will pay a premium for products from companies that demonstrate environmental and social progress
• 78% are frustrated with the progress businesses are making with sustainability

When you combine the frustration with lack of progress, the willingness to abandon existing brands, and the willingness to pay more for a sustainable company, it is no wonder why certified sustainable companies are growing up to 20x faster than their non-certified peers.