Meeting the Sustainability Objectives of Brand Owners Without Compromising Performance, 2010 PLACE Conference

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The importance of sustainability is very clear. From consumer demands to brand owner needs, from retailer requirements to public policy, sustainability is being approached from many different directions at once. Numerous studies are being conducted to understand how a consumer perceives sustainability and how important it is to them. Striking, but not surprising, one study found American consumers are among the least concerned with the amount of packaging and whether it is sustainable. Another study found that 57% of consumers claim to be willing to pay more for a “green” product.