Perhaps the single most important consumer trend of the last decade is consumers’ stated desire to consume more responsibility across a range of consumption decisions. Two-thirds of Americans report reducing their reliance on single-use plastics, half report choosing brands based on their environmental performance, and a third report reducing their consumption of meat or animal products.
Meanwhile, hybrid and electric vehicle (E.V.) sales are the fastest growing segment of the car market; in 2022, for the first time, the proportion of new car buyers expressing an interest in an E.V. was over 50%. And, multiple recent surveys from the likes of Pew and Yale report very high — usually around 80% — and bipartisan support for adoption of renewable electricity, as well as a willingness to pay a premium for it.
Experts and investors seem to think this is just the tip of the iceberg. According to Blackrock CEO Larry Fink, “… the next 1,000 unicorns —…
This article was written by Erez Yoeli and originally published on hbr.org