The Future of Sustainability

Summary
It remains difficult to work out how to make work in sustainability a success, either for consumers or brands. The market is faced with a variety of push and pull influences, combining together to create a number of different dimensions for sustainability of the future. This report explores how these might play out, presenting rewarding opportunities and risks to avoid.


Synopsis
- Understand the changing background dynamics to sustainability discussions to have a better handle on what is happening now and in the future.

- Evaluate where the current challenges in achieving sustainability might be for the organization and customers.

- Assess the potential for interest in sustainability amongst the key demographic groups on the global consumer stage.

- Identify which sustainability issues will impact the business in the future and what action needs to be taken internally and externally.

- Benchmark sustainability behaviours against leading examples across a variety of sectors.

Reasons To Buy
- What are the current challenges in sustainability for consumers and corporates?

- How can we make sense of the pressures in the marketplace?

- Why should we care about the impact of new generations of consumers?

- What issues are rising up the agenda?

- Where is sustainability heading next and what might it look like?

Key Highlights
Over the past decade, the proportion of consumers who recycle and make efforts to reduce energy consumption has increased but there are signs that willingness to go further is stalling with some fearing a plateau in 'green behaviors'.

Within just over a decade, women are expected to control three quarters of the world's discretionary spending. The rise of the female consumer points to greater overall engagement and concern in sustainability driven by a desire to offer the best to one's family. Healthy and 'natural' options that are convenient and good value will have appeal.

Beyond overarching macro concerns about climate change and equity, there are specific push factors, such as new legislation, and pull factors, for example the opportunity to inspire different forms of innovation and competitive advantage, which are leading businesses to engage with sustainability. Organizations need to keep on top of these factors.