Fortune
Writing in Fortune, BCG’s Kanika Sanghi, Aparna Bharadwaj, and Lauren Taylor discuss how businesses can encourage sustainable choices among consumers. According to a recent BCG survey, up to 80% of consumers say they are concerned about sustainability, but only 1% to 7% are paying a premium for sustainable products and services. In hopes of bridging this gap, Sanghi, Bharadwaj, and Taylor outline strategies that leaders can use to motivate these consumers to embrace sustainability across the board.