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 Repass, 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 now a baseline expectation. According to the Simon-Kucher Global Sustainability Study 2024, 71% of consumers consider sustainability just as important, or more, than last year. While economic pressures have slightly impacted prioritization, the long-term trend is clear, sustainable products are here to stay.

And the numbers prove it. Sustainable products now account for 17% of total sales and drive 32% of market growth (The Roundup, 2025). Products marketed as sustainable are growing 2.7 times faster than their non-sustainable counterparts, showing that consumers actively seek out eco-friendly options when given the choice.

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 offer more access to information. But access alone isn’t enough, it must be credible. Nearly 70% of consumers research a brand’s sustainability claims before purchasing (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 Repass, our digital passes give both businesses and consumers accessible, verifiable data to back up sustainability claims.

The Affordability Challenge and the Role of Digital Transparency

Even as demand grows, affordability remains a key barrier. The Simon-Kucher study found that 38% of consumers cite cost as the main reason they don’t buy sustainable products. However, there’s a silver lining, 55% of consumers are willing to pay more for eco-friendly brands, and they’re still prepared to pay a 9.7% premium despite inflation concerns (PwC, 2024).

This signals a shift from price to perceived value. Consumers want to understand why a sustainable product is worth the investment. Transparency bridges this gap by offering clear insights into materials, sourcing, and environmental impact, empowering shoppers to make informed decisions.

For example, a digital pass can trace a product’s journey from raw materials to final production, offering reassurance that it meets sustainability standards. When brands provide full visibility, consumers can evaluate products based on long-term impact, not just cost.

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 labeling a product “eco-friendly” isn’t enough. Today’s consumers scrutinize everything from ethical labor practices to environmental policies, and they expect proof.

Governance and ethics are playing a growing role in purchasing decisions. According to The Roundup (2025):

• 35% of consumers prioritize brands that are transparent, ethical, and compliant with regulations.
• 39% prefer brands that actively support human rights and diversity.

Sustainability isn’t just about the environment, it’s about social responsibility too. At Repass, we believe transparency tools can provide the data and third-party verifications needed to turn 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 personal values. To succeed in this landscape, brands must prioritize:

• Consumer Empowerment: Help buyers make informed decisions with accessible product insights.
• Bridging the Affordability Gap: Demonstrate value beyond cost through transparent sustainability data.
• Leveraging Digital Influence: Use online platforms, ratings, and certifications to educate and engage.

At Repass, we believe 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