The Sustainability Imperative

Sustainability is no longer just a buzzword—it's a defining force in consumer decision-making. More than ever, people want products that align with their values, and they're doing their homework before making a purchase. But with greenwashing concerns on the rise and affordability still a hurdle, how can brands meet these expectations? The answer lies in trust, and trust starts with transparency. At Repasdo, we believe digital product transparency is the key to bridging the gap between consumer demand and brand accountability.

The Shift: Sustainability as a Standard Expectation

Sustainability has moved beyond being a nice-to-have; it's becoming a standard expectation. According to the Simon-Kucher Global Sustainability Study 2024, 71% of consumers now consider sustainability just as important—or more—than last year. While economic pressures have caused a slight dip in prioritization, the trend is clear: sustainable products are here to stay.

And the numbers back it up. Sustainable products now hold a significant share of the market, accounting for 17% of total sales and driving 32% of market growth (The Roundup, 2025). This rapid expansion underscores that sustainability isn't just a passing trend—it's shaping the future of commerce. Products marketed as sustainable are growing 2.7 times faster than their non-sustainable counterparts, demonstrating that when given the choice, consumers actively seek out eco-friendly options.

Online shopping plays a major role in this shift. Research from The Roundup (2025) found that 75% of sustainable goods perform better online than in stores, likely because digital platforms provide greater access to information. But access alone isn't enough—it must be credible. Nearly 70% of consumers research a brand's sustainability claims before making a purchase (Simon-Kucher, 2024), and 84% say poor environmental practices would turn them away from a brand entirely (PwC, 2024). This is where digital product transparency becomes essential. At Repasdo, our digital passes give both businesses and consumers accessible data to back up sustainability claims with information.

The Affordability Challenge and the Role of Digital Transparency

Despite growing demand, affordability remains a key challenge. The Simon-Kucher study found that 38% of consumers cite cost as the main barrier to making sustainable purchases. However, research from PwC (2024) offers a more optimistic perspective—55% of consumers are willing to pay more for eco-friendly brands, and despite inflation concerns, they're still willing to pay a 9.7% premium for sustainability.

This highlights an important shift: it's not just about price—it's about perceived value. Consumers want to know why a sustainable product is worth the investment. Transparency helps bridge this gap by providing clear insights into materials, sourcing, and environmental impact, empowering shoppers to make informed decisions.

For example, a digital pass can show a product's full journey—from raw materials to final production—offering reassurance that it truly meets sustainability standards. When brands provide full visibility, consumers can confidently evaluate products beyond just cost, focusing on long-term impact and value.

Combatting Greenwashing: Proof Over Promises

With 57% of consumers believing brands engage in greenwashing (Simon-Kucher, 2024), trust has never been harder to earn—or easier to lose. Simply saying a product is “eco-friendly” isn't enough anymore. Consumers are scrutinizing everything from ethical labor practices to environmental policies, and they expect proof.

Governance and ethics are playing an increasing role in purchasing decisions. The Roundup (2025) found that 35% of consumers prioritize brands that are transparent, ethical, and compliant with regulations, while 39% prefer those that actively support human rights and diversity. In other words, sustainability isn't just about the environment—it's about social responsibility too. At Repasdo, we believe that through transparency tools, brands can provide data and third-party verifications, turning sustainability promises into tangible proof.

The Path Forward: Empowering Consumers Through Technology

The sustainability movement is evolving. It's no longer just about buying “green”—it's about making informed choices that align with values. To succeed in this landscape, brands must prioritize:

• Consumer Empowerment: Helping buyers make informed decisions with accessible insights on products.
• Bridging the Affordability Gap: Demonstrating value beyond cost by making sustainability data transparent and compelling.
• Leveraging Digital Influence: Using online platforms, sustainability ratings, and certifications to engage and educate consumers.

Repasdo believes technology is the bridge between sustainability claims and consumer trust. As sustainability becomes the new normal, digital transparency will be the key differentiator that sets responsible brands apart. The future isn't just about claiming sustainability—it's about proving it. And with the right digital tools, we can transform the industry together.

Sources:

Sustainability's new normal: What 2024 consumers expect

52 Huge Environmentally Conscious Consumer Statistics 2025

Consumers willing to pay 9.7% sustainability premium, even as cost-of-living and inflationary concerns weigh: PwC 2024 Voice of the Consumer Survey

The rise of conscious consumerism