Contents

1.
Introduction

Sustainability in times of instability

2.
Inflation versus Sustainability

Consumers still care about the environment
Companies are expected to take responsibility
The shift from buying to saving
FMCG: The hot spot for turning concerns into action

Despite inflation: Price is not the only barrier for more eco-action
Sustainability: Expectations and preferences
The rules of growth
Successful brands with one clear message

4.
Industry in Focus

Implementing sustainability at Essity

5.
Glamorously green

Sustainability as a badge of honor
The glamour greens: Branding, convenience – and showcasing

6.
Final thoughts

Three drivers of transformation