How can consumers drive businesses toward more sustainable practices?

Consumers can drive businesses toward sustainability by using their purchasing power to communicate their values. When customers demand ecological responsibility by buying sustainable products and rejecting environmentally harmful ones, companies listen and adapt. This creates a virtuous cycle where businesses improve their supply chains to stay competitive, leading to better products. As these practices become standard, consumers continue to raise the bar, driving a perpetual upgrade process in companies. Major retailers are already planning ahead to be the ecological leaders in their sectors, recognizing that environmental responsibility makes good marketing sense.