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According to Bain & Company’s new environment research, there is a disconnect between what consumers want and what most companies sell.
It found that 48 per cent of consumers considered how products are used when thinking about sustainability.
While most companies sell sustainable goods based on factors such as how they are made, their natural ingredients, and the farming practices deployed.
Consumers were more concerned about how a product can be reused, its durability, and how it will minimise waste, according to Bain.
It said that these factors caused many consumers to associate “sus
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