The last decade has seen a rapid increase in demand from consumers for "environmentally friendly" products and services. Climate change and its impacts - record-setting tsunamis and hurricanes, out-of-control wildfires, floods and landslides, droughts and scorching temperatures - are driving demand for goods that are sustainably produced and can be used without harming the environment. One recent study by Dentsu International and Microsoft Advertising suggested that over 90 percent of consumers are interested in brands that are committed to and can demonstrate they are making sustainability a priority. It further noted that companies that fail to implement this as a strategy will face a consumer backlash in the next few years. Other studies show that well over 50 percent of millennials and Gen Z consumers will pay more now for such goods. Offering green goods can be very good for business.
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