On the surface, there has seemingly never been a better time to launch a sustainable offering. Consumers—particularly millennials—increasingly say they want brands that embrace purpose and sustainability. Indeed, one recent report revealed that certain categories of products with sustainability claims showed twice the growth of their traditional counterparts. Yet a frustrating paradox remains at the heart of the green business: Few consumers who report positive attitudes toward eco-friendly items in Brisbane , follow through with their wallets. In one recent survey, 65% said they want to buy purpose-driven brands that advocate sustainability, yet only about 26% actually do so. Using social influence Harnessing the strength of social influence is one of the most useful ways to elicit pro-environmental actions in consumption as well. Telling online purchasers that other people were purchasing eco-friendly commodities led to a 68% raise in making at least one sustainable shopp...