A joint study by McKinsey and NielsenIQ examined US consumer spending on products with environmental and social responsibility claims. The study analyzed five years of data, revealing that products with ESG-related claims grew by 28%, compared to 20% for those without. Consumers increasingly favor products with ESG labels, with such products accounting for 56% of all growth. Brands with multiple ESG claims performed better, and while no single ESG claim dominated, less common claims like “vegan” drove higher growth. The study highlights the business potential of aligning ESG initiatives with consumer demand.

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