The biggest misconception about sustainability is that it matters to only a small subset of consumers who are willing to pay a premium. This focus on premium strategies falsely pits doing good against making money. In fact, consumer demand for sustainability is a massive untapped opportunity for most businesses. To take advantage of this demand, companies need to better understand what motivates customer purchases. And they need to lower the artificial barriers these customers face.
In this MIT Sloan Management Review webinar you will learn:
- Why most sustainability efforts by companies fall short.
- What consumers really want from companies on sustainability.
- Six successful strategies for winning consumers who care about sustainability — and how to apply them.
