How brands can clear the greenwashing barrier in consumers’ minds – Consumer Intel

 According to an article published in the Harvard Business Review last year, a major shift in consumption patterns is starting to emerge.Sustainability, the authors claim in ‘Consumers’ sustainability demands are rising’, will soon become a “baseline requirement for purchase”, and brands considered to be “truly sustainable” will “seize the advantage” from those seen to be lacking in this department. Consumer trust generates positive business outcomes, explains the paper, and sustainability is a powerful driver of trust — particularly among younger shoppers.Beverage alcoho