破局“绿色悖论”：以创新与责任重塑可持续消费

Core Insights - The article emphasizes the enduring importance of sustainability in consumer behavior, with 80% of consumers showing high concern for sustainable development despite challenges like information overload and economic uncertainty [2][3] - It highlights the significant supply-side issues in sustainable products, leading to a "green paradox" where consumers struggle to find affordable and effective sustainable options [2][4] Group 1: Trends Shaping Consumer Behavior - Trend 1: Sustainability is a resilient and lasting theme in consumer behavior, moving from a "slogan era" to an "action era," where companies focus on genuine sustainable practices rather than superficial marketing [3][4] - Trend 2: Market power is shifting towards consumers, who now demand authentic value from companies. Businesses must align their practices with consumer expectations to avoid losing market share [5][6] - Trend 3: The "sustainability consumption gap" reflects not only consumer behavior but also a lack of innovation on the supply side, necessitating a shift in how companies approach sustainable product development [7] Group 2: Consumer-Centric Approach - Companies must adopt a consumer-centric mindset, understanding the dynamic relationship between people, products, and market conditions to effectively engage with sustainable consumption trends [8][9] - The article notes that older generations, particularly those born between 1946 and 1964, are more engaged in sustainable practices than younger generations, challenging the stereotype that younger consumers are more environmentally conscious [9][10] - As China faces an aging population, companies need to adapt their products and services to meet the unique needs of older consumers, who have different consumption habits and value propositions [10] Group 3: Product and Service Innovation - Products must not only be sustainable but also competitive in performance, price, and user experience. Inconsistent sustainable practices can deter consumers more than price [11][12] - The integration of technology, particularly AI, is reshaping consumer decision-making processes, with over 50% of consumers using AI to assist in sustainable choices [11][12] - Companies are encouraged to innovate continuously, ensuring that sustainability becomes an inherent part of product value rather than an additional cost [13][14] Group 4: Organizational Strategy for Sustainability - Sustainability should be integrated across all business functions rather than treated as a separate initiative, requiring a cultural shift within organizations [15][16] - Leadership must prioritize sustainability as a core business strategy, identifying opportunities that align consumer value with sustainable practices [16][17] - The article suggests that successful sustainable initiatives can create a positive feedback loop, enhancing brand trust and operational efficiency over time [17]