Consumers globally are becoming more eco-conscious and are more informed about the environmental and social impacts of their purchasing decisions. They actively seek out and support brands that are committed to sustainability. According to a recent study, 78% of consumers say a sustainable lifestyle is important to them. This is one of the major drivers behind businesses becoming sustainable—it attracts more environmentally conscious consumers and helps to retain existing customers, thereby increasing brand loyalty. Most consumers are even willing to pay a premium for sustainably sourced products. Sustainability is therefore crucial for customer loyalty and increasing your customer base.