27 Jun '17, 9am

How AT&T and McDonald's turn sustainability into sales

We have reached a tipping point for sustainability marketing. For years, consumers said they were interested in buying more sustainable products and services (PDF) , but sales of green products remained a niche market. This indicated a "value-action gap," with consumers saying they would make values-driven purchases in surveys but failing to follow through in reality. Today’s headlines tell a different story. Tesla is now more valuable than Ford and GM , brands under Unilever’s Sustainable Living Plan are growing 50 percent faster than the rest of the portfolio , and Nike is making more than $1 billion from shoes that are radically more resource-efficient . These brands and others have put sustainability at the forefront of their marketing — and are reaping the rewards. That’s good news for their bottom lines and good news for the planet. How have some companies cracked th...

Full article: https://www.greenbiz.com/article/how-att-and-mcdonalds-tu...

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