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Crafting winning business propositions to expand your customer baseSustainability 2024: Navigating consumer behavior simon-kucher.com2 | Home | Chapter 1 2 3 4 5Table of ContentsDrive sustainable growth with Simon-Kucher 15What should businesses do next? 11Executive summary 3What do consumers think? 5Four key actions to boost your green agenda 123 | Home | Chapter 1 2 3 4 5Executive summarySustainability is no longer just a “trend” – it’s a standard consideration influencing consumer behavior. Our Simon-Kucher Global Sustainability Study confirms this, with 71 percent of consumers viewing environmental sustainability as equally crucial as last year. Despite a 6 percent drop in perceived importance compared to 2022, sustainability remains a top-three purchase consideration for 64 percent of consumers. This decline is likely driven by inflation, which impacts purchasing power and sustainability valuation. Notably, the willingness to pay more for green products increased from