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Sustainability-Driven Consumers

A just-released IRI survey of over 22,000 U.S. consumers found that roughly half consider at least one sustainability factor when selecting brands to buy or stores to shop. These factors include organic development, eco-friendly ingredients, eco-friendly packaging and fair treatment of suppliers and employees.

As highlighted in these findings, sustainability issues are impacting shopping and purchase decisions to some extent among a high proportion of consumers; however, roughly one-in-five consumers is “sustainability-driven,” citing at least two of the factors as key influences in brand selection and at least two in store selection. These consumers are important target segments to consider in consumer-facing sustainability initiatives.