When it comes to sustainability, consumers’ perceptions and beliefs are having a downstream effect on how the broader retail ecosystem behaves.

Last month, we covered how the trucking industry, particularly carriers, said they plan on adopting more sustainable practices in part due to consumer demand for sustainable products.

• And it seems their assumptions are correct: Two-thirds (65%) of Americans have purchased a sustainably made item at least once in the past year, according to a Harris Poll/Retail Brew survey of 2,006 adults.
• More than three in five (63%) said it’s important they shop retailers that prioritize sustainability.
• And 55% report having purchased at least one plant-based food item in the past year.

Is the grass greener? Let’s hit the brakes to acknowledge that shopping sustainably isn’t the easiest thing to do for shoppers. More than four in five (81%) of Americans agree it’s difficult to shop sustainably when the prices of sustainable goods are more expensive. When push comes to shove, consumers will tend to fall back on more affordable alternatives.

• Nearly three-quarters (74%) agree it’s difficult to shop sustainably when the majority of retailers don’t prioritize sustainable practices, a sentiment shared by consumers across all generations, the survey found.
• And more than half of shoppers (52%) wouldn’t walk away if they discovered a retailer they shop at that wasn’t operating sustainably.

Keep reading here.—KM

Did you know 69% of creators report that a brand’s relevancy to their audience is a top priority when considering a partnership? Each influencer has a unique voice, perspective, and ability to connect with audiences ranging from niche communities to millions-strong followings. Tapping into these influencers and forging powerful partnerships can be a major boost for your brand.

But creating a beneficial partnership can be challenging, so Marketing Brew created a comprehensive guide to drafting contracts, measuring KPIs, and picking the right influencers to represent your brand. Equip your team with the essential knowledge to venture into this thriving landscape.

Download the guide here.

On Wednesdays, we wear pink spotlight Retail Brew’s readers. Want to be featured in an upcoming edition? Click here to introduce yourself.

Charlotte Mostaed worked in marketing for P&G and Pom Wonderful—and even had a stint as a children’s museum curator—before she landed her current gig leading marketing for kombucha brand Health-Ade.

How would you describe your job to someone who doesn’t work in retail? My job is to figure out how to tap into human needs, emotional states, and behavioral patterns in order to inspire people to make different choices about what they consume. But what’s a day in the life like? One moment, I’m meeting with our CFO to look at the latest financial projections and discussing where we should put the next half a million dollars. Next, I’m ideating with my boss about how we can become a lifestyle brand that breaks out of the commodification of the beverage world. Next, I’m working with my team to activate around a new partnership with the Dodgers. And that was just this morning.

One thing we can’t guess about your job from your LinkedIn profile? My job isn’t about making ads! It’s much more of a balance between smart business sense, people management (making sure I enable and support my team to do their best work), problem solving, analysis—and then we get to make some really fun ads from time to time.

Keep reading here.—EC

“In a video posted to TikTok and Instagram, trans influencer Dylan Mulvaney criticized Bud Light for its response to the conservative boycott of the brand ignited by their partnership. In the video, Mulvaney said the brand has not reached out to her in the aftermath of the controversy, and that she has faced harassment for months,” writes Marketing Brew’s Jasmine Sheena:

She went on to criticize Bud Light for leveraging her trans identity in its marketing without supporting her, claiming the response to the backlash directed more hate toward her and other members of the trans community.

Read the whole story here on Marketing Brew.

Today’s top retail reads.

Not in any lush: Lush Cosmetics stepped away from Instagram and Facebook in 2021 and hasn’t looked back. So how has that decision played out for the brand, and should others follow suit? (Allure)

Spilled milk: As milk production hits record highs while prices dip, milk processing plants in the Midwest have reached capacity, leading farmers to dump excess milk into sewers. (Bloomberg)

Backtracking: As the war in Ukraine began, many retailers and brands pledged to end business in Russia. Some—like Unilever, Mondelez, and Heineken—have been accused of breaking that promise. (CNN)

Charging ahead: Tesla has dropped prices multiple times over the past few months, and then it raised the prices of its two most expensive models. Find out if there’s a method behind Tesla’s up-and-down pricing changes.

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^{*This is sponsored advertising content.}