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Scaling up to mass markets: what next for sustainable brands?
12/11/2023
Sustainable development is “transforming consumers, marketing, organizations, and communities dramatically,” explain Laurie Ann UNDERWOOD (IÉSEG) and Lydia PRICE (CEIBS) in a *chapter of a new ESG White Paper published by the China Europe International Business School (CEIBS). The authors find that sustainable consumption is growing significantly and believe that “mass-market scale” could eventually be reached, but warn that serious obstacles must first be overcome.