The number of environmentally aware and active citizens is growing the world over. A study by the international consumer goods company Unilever found that a third of consumers prefer sustainable brands. The study asked 20,000 adults from five countries how their concerns about sustainability affected their purchasing choices, and mapped their claims against their real decisions. The study gives the clearest picture yet of what people are actually buying and why. More than one in five (21%) of those surveyed said they would actively choose brands if they made their sustainability credentials clearer on their packaging and in their marketing. The survey found that responsible purchasing is greater among consumers in emerging economies than in developed markets: 53% of shoppers in the UK and 78% in the US say they feel better when they buy products that are produced sustainably, but that number rises to 88% in India and 85% in Brazil.

Improving and demonstrating its sustainabilit...

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