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Arcane

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ONE INTERESTING OBSERVATION SERIES DAY #5 While consumers say they care about sustainability, they aren't always willing to shell out extra cash for eco-friendly products. Across eight countries, a significant portion of people are buying sustainable products, but in many cases, they are only willing to pay around the same price they would for conventional products. Look at India, for example: Over 1.3 times the global average of consumers are buying sustainable products, but they aren't willing to pay a premium on any category. Businesses need to bridge the gap between consumer sustainability preferences and their price sensitivity. Offering sustainable products without a hefty premium can align better with consumer expectations and drive higher adoption rates.

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