You spend a lot of time and money trying to convince people to buy from you versus the other guy.But are you saying what they want to hear? 75% of Gen X and Gen Z (which combine for 64% of the world’s population and is the future of your business) say sustainability is more important than your brand name. Similarly, 70% of all consumers will move their purchases to a certified sustainable company when they find one. This is why certified sustainable companies are growing 75% – 20x faster than their non-certified competitive peers and why so many companies are greenwashing (saying they are sustainable when they are not). So, next time you look at the invoices for your marketing program, think about what they are wanting to hear you say versus what you are saying.