Sustainable consumer behaviour is an important driver for meeting global challenges such as resource scarcity or climate change. Products, services or business models that decouple the satisfaction of human needs from resource consumption are in particularly high demand. In OECD countries, ethical consumption and in emerging countries the circular economy are growth drivers.

Business has to facilitate more sustainable levels and patterns of consumption, through current business processes such as innovation, marketing and communications, and by working in partnership with consumers, governments and stakeholders to define and achieve more sustainable lifestyles.

There is a significant opportunity for business to help consumers choose and use their goods and services sustainably. In order to do so, business must create sustainable value for consumers by supplying products and services that meet their functional and emotional needs – now and for future generations – while respecting environmental limits and common values.

More and more consumers are concerned about the economic, social and environmental issues and willing to act on those concerns.