Below is an instruction that describes a task, paired with an input that provides further context. Write a response that appropriately completes the request.

### Instruction:
Extract the most relevant sentence from the following article.

### Input:
Millinial shoppers are increasingly favouring ethical brands over competitors. Businesses are adapting by investing in technology to make their practices more sustainable and ethical. Therefore, sustainability is now a key factor in the marketing mix.

### Response:
Sustainability is now a key factor in the marketing mix.