CHAPTER 2
Sustainability—Reducing Waste, Enhancing Value, and Generating a Strategic Competitive Advantage
Is There Demand for Sustainability?
Underlying the information within this chapter is a critical assumption—there is a demand for products and services that are sustainable. Yet, this assumption begs the question of whether it is appropriate. There is strong evidence indicating that customers (especially in economically developed markets and emerging markets) are now demanding products that are more sustainable. Consider the following statistics:
•54% of shoppers indicate that they consider elements of sustainability (sourcing, manufacturing, packaging, product use, and disposal) when they select products and stores.1
•80% of consumers ...
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