According to the United Nations Environment Programme, a sustainable lifestyle is about “living in harmony with our natural environment.” This involves “rethinking our way of living, how we buy, and how we organize our everyday life.” The level of change required to achieve harmony with our natural environment opens up enormous opportunities for today’s businesses to better meet the needs of their consumers. That is why we describe sustainable lifestyles as the new frontier for business.
A group of pioneering brands from BSR’s Sustainable Lifestyles Frontier Group (SLFG)—AT&T, eBay, Johnson & Johnson Consumer Inc., McDonald’s, and Walmart—has recently explored how companies can trigger simple behavioral shifts that enable more sustainable lifestyles, grow demand for more sustainable products, and create business value. In this new report, SLFG shares findings from the study, which also explores how sustainability teams can more readily unlock engagement with their internal marketing colleagues by using traditional marketing techniques and by testing to ‘sell-in’ sustainability.
For an overview of the report, download the synthesis presentation below.