by an airline and endless examples of food and other goods wrapped up in green packaging.
Deloitte surveyed 1,008 Canadians 18 and older in an online poll in April, along with 311 leaders from consumer-facing businesses. The report suggests Canadians don’t want to spend time figuring out if a product is environmentally friendly — 61 per cent said they shouldn’t have to think about sustainability when shopping — but they do expect it as a bare minimum.
And most businesses that are not considering developing sustainable products at the moment cite a lack of consumer demand as the reason, with just 17 per cent saying they’re worried about being able to do it authentically. “I think the businesses feel they might be a little artificially insulated around claims that they make,” he said, adding that this is despite numerous examples around the world of regulators and other groups going after sustainability claims that lack substance.