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More and more of today’s consumers think twice before making a purchase, asking themselves if what they are about to buy was produced with a responsible approach to the environment and sustainability. Attitudes vary across nations, generations, and industries, but as a brief overview, sustainability is rated as an important purchase criterion by 60% of consumers. This was one of the findings of the Global Sustainability Study 2021 (conducted by global strategy and pricing consultancy Simon-Kucher & Partners), which also found that more than a third of consumers globally are willing to pay more for sustainability and in recent years 85% have become ‘greener’ in their purchasing.