Balancing affordability and sustainability to meet customer needs
What this means: In the quest for the retail industry to become more sustainable, the ultimate test is convincing consumers that sustainability is a higher value proposition that warrants higher prices. Value-oriented consumers have historically had fewer sustainable options available due to cost prohibition, but brands need to focus on ways to bring sustainable products into the mainstream. Creating sustainability at scale is key to making long-term positive impacts on the industry and encouraging consumer adoption and loyalty to sustainable items.
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