While familiarity with the term ‘sustainability’ reached an all-time high in 2015, the vast majority of consumers continue to struggle to name specific products or companies that are sustainable.

This gap between familiarity and concrete association may represent an opportunity for a company to establish a competitive advantage. The number of consumers who prioritize sustainability purchasing is up significantly since 2007. In 2015, 29 percent of consumers said they ‘usually/always’ base purchase decisions on concerns for issues such as the environment and social well-being compared to 18 percent in 2007.

In the World of Sustainability, there is a widening chasm between what consumers say they want and what they actually buy. On the one hand, consumers say they want to be sustainable and they want companies to behave sustainably. On the other hand, when companies do take action, consumers don't always give them the credit they might expect. There are mechanisms underlying why consumers don't always prioritize sustainability in their purchase behavior.