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Sustainability can be a gift
SustainabilityEnvironmental & social issuesTech-driven innovation
Products marketed as sustainable have often been criticised for being sustainable-first, with user satisfaction a secondary consideration, but the future lies in flipping those factors.
Why it matters
Most consumers are aware of sustainability issues but, when buying products, they are more concerned with other matters, such as efficacy or convenience. Brands have an opportunity to grow by making products that first and foremost meet these requirements but that are also sustainable.