Climate change. Resource scarcity. Pollution. Human rights. These are some of the most pressing issues facing business today. They are also some of the most difficult for consumers to relate to, let alone orient their lives around.
According to a recent report from The World Economic Forum and Accenture, sustainability is in desperate need of a makeover. Despite millions of dollars spent marketing the concept over the past decade, only 28% of people know what terms such as “sustainable,” “responsible,” “eco friendly” and “green” really mean, and just 44% say they trust green claims coming from big brands.