How to reduce the sustainability price premium

Georgina Murray-Burton and Frank Lawley

Marketers need to help build a new world of sustainable businesses that break the link between consumption and environmental and social destruction.

As marketers, we have an important mission. The future of the planet will depend on it. We need to help build a new world of sustainable businesses that break the link between consumption and environmental and social destruction.

The good news is that a global study by Nielsen found 66% of consumers are willing to pay a premium for sustainable products, a number that jumps to 73% among Millennials. But how much more exactly are they willing to spend?

One survey shows people are prepared to pay a premium of up to 12%for sustainable products. But...

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