Increasingly customers are looking for more conscious shopping options. According to a Nielsen survey in 2018, nearly half (48%) of U.S. consumers say they would definitely or probably change their consumption habits to reduce their impact on the environment.
But while many consumers are interested in spending their money on products that are more sustainable, few actually follow through. An article in the 2019 issue of Harvard Business Review revealed that 65% of consumers said they want to buy purpose-driven brands that advocate sustainability, but only about 26% actually do so. It's unclear where this intention gap comes from, but thankfully it's getting more convenient to shop sustainably from many of the retailers you already support.
Amazon recently introduced Climate Pledge Friendly, "a new program to help make it easy for customers to discover and shop for more sustainable products." When you're browsing Amazon, a Climate Pledge Friendly label will appear on more than 45,000 products to signify they have one or more different sustainability certifications which "help preserve the natural world, reducing the carbon footprint of shipments to customers," according to the online retailer.
In order to distinguish more sustainable products, the program partnered with a wide range of external certifications, including governmental agencies, non-profits, and independent laboratories, all of which have a focus on preserving the natural world.
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