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Consumer behavior has undoubtedly shifted. Research shows that 70% of consumers are willing to pay a premium for ethically sourced products, and 66% expect brands to understand their needs and preferences. Nearly half of all consumers now buy products after seeing them endorsed by people they trust. These statistics clearly show that people want businesses to do better.
But here’s what the data doesn’t capture: consumer expectations alone cannot drive the fundamental changes our world needs. While businesses scramble to meet these demands, they’re missing a crucial opportunity to lead transformation rather than simply follow it.
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