Products marketed as sustainable have often been criticised for being sustainable-first, with user satisfaction a secondary consideration, but the future lies in flipping those factors. 

Why it matters

Most consumers are aware of sustainability issues but, when buying products, they are more concerned with other matters, such as efficacy or convenience. Brands have an opportunity to grow by making products that first and foremost meet these requirements but that are also sustainable. 

Takeaways 

• “Eco-Active” consumers find sustainability is meaningful in itself – they want to change and they take pleasure in behaving in a sustainable way.
• A majority of...