Should supply or demand drive sustainable products?

Read the full story in GreenBiz.

Given the lack of momentum on the global sustainability agenda in recent years, an atmosphere of mutual frustration between various levels of society is understandable. If nothing else, it inclines some to ask: Who do we turn to in order to drive the agenda forward?

When our panel of sustainability experts at GlobeScan is asked whether we need more supply of or demand for sustainability solutions, it tends to place the onus on pressure from consumers. We find that 41 percent believe that more consumer demand is required to accelerate progress on sustainability, while only 22 percent cite the need for more sustainable options from companies.

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