71% of customers in Asia Pacific (APAC) are concerned about how their purchases may affect the environment, yet they find it difficult to put sustainability above other priorities. This paradox highlights a disconnect between customers' optimistic attitudes toward sustainability and their actual behavior.
The technocratic advice that businesses have relied on to approach sustainability, such as top-down initiatives to reduce carbon emissions by modifying supply chains and operations, can disempower consumers because businesses believe this approach connects people and can encourage sustainable action. This discrepancy between corporate and consumer perspectives shows that businesses should concentrate on bringing sustainability closer to people rather than assuming that people would become more sustainable in the future.
