Sustainability/going green have become important organizational strategies. So, it is not surprising that we would see it in marketing/advertising too. The industry is expected to earn $150 billion in 2021. However, while nearly 90% of consumers say environment is important, only about one-third "open their wallets" for green product (Conick, 2019).

It is unclear if environmental friendliness is a competitive advantage for businesses. Consumer brands are driving change with carbon neutrality and green certifications. Sustainability is a powerful marketing opportunity that requires arduous transparency for companies. Often companies do not act until consumers demand it and are willing to pay for it (Conick, 2019).

As people demand sustainability, consumers need to change behaviors from acquiring new products to sharing products, which will not be an easy transition since reuse seems to some to more retro than forward thinking.

Can brands do more to push consumers toward acting greener?Or do they simply hope consumers follow their lead?

Conick, H. (2019, Aug 1). How brands can help consumers green up their act. AMA. https://www.ama.org/marketing-news/how-brands-can-help-consumers-green-up-their-act/