Sustainability Needs a Sustainable Price, Especially in Inflationary Times

Sustainability Needs a Sustainable Price, Especially in Inflationary Times Updated 26 January 2024 Consumers like to buy sustainable products and services, but many aren’t willing to pay a price premium. [...] Trusted Insights for What’s AheadTM Indeed, 62% of the 2,061 respondents to The Conference Board-Harris Poll Sustainability Insights Survey—and even more Gen Z and millennial consumers—say that high inflation has reduced their interest in buying sustainable products and services. [...] Inflation is a barrier for sustainable products, but cost transparency could help 1 Sustainability Needs a Sustainable Price, Especially in Inflationary Times ConferenceBoard.org How to make pricing resonate with customers Offe. [...] Leverage the cost savings and revenue accruing from incorporating sustainability into core strategy in areas such as reduced risk and improved efficiency, customer and employee commitment, media mentions, and supplier relations to keep prices competitive. [...] We thank Rob Jekielek, Managing Director at The Harris Poll, for the ongoing research collaboration and involvement in our programs, and Meenakshi Janardhanan, Research Associate, Marketing & Communications Center at The Conference Board, for her help with the graphic.