The last couple of decades have shown us that sustainability is a necessity, and people are starting to act accordingly. Research has shown an increased awareness amongst consumers regarding sustainability, and retailers and organizations must act in accordance with their consumers’ needs and wants in order to stay relevant.

As awareness increases and consumers demand more from corporations, brand loyalties may be tested. Consumers want to see brands take action against climate change and make efforts towards sustainability. If brands can’t show that they are taking action and are committed to change, consumers will eventually shop elsewhere.