Sustainability is the most powerful link that connects retailers with eco-conscious customers.
According to CB insights,  52% of textile industry experts say consumers are driving the heightened focus on sustainability, such as fashion. The fashion industry includes more transparent supply chains, alternative materials, and second-hand shopping.
Similarly, 65% of eco-friendly consumers want sustainable food products from alternative proteins to compostable packaging.
Younger generations also share their voice. A 2018 survey from data platform Euclid found that “52% of millennials and 48% of Gen Xers feel it’s important that their values align with the brands they like,” while 35% of baby boomers surveyed felt the same way. Millennials and Gen Z demand retail brands invest in sustainability initiatives.
Retail companies know this. Many turn to technology to bring sustainability into business to go green.