CHAPTER 3

Sustainability—Generating a Strategic Competitive Advantage

Is There Demand for Sustainability?

Underlying the information within this chapter is a critical assumption—there is a demand for products and services that are sustainable. There is strong evidence indicating that customers (especially in economically developed markets and emerging markets) are, in fact, demanding products that are more sustainable. Consider the following statistics:

  • 54 percent of shoppers indicate that they consider elements of sustainability (sourcing, manufacturing, packaging, product use, and disposal) when they select products and stores.1
  • 80 percent of consumers are likely to switch brands, given that they are equal in quality and price, to ones that ...

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