Yet in retail, despite a growing and visible trend among consumers in favor of sustainability, the business is still all about margins. Many retail organizations in the past have shied away from introducing new business models and initiatives (including those around sustainability), based on fears of shrinking already tight margins. This mindset often found retailers lagging other industries in adopting new initiatives and technologies. But the changes wrought by the pandemic, and the need to pivot quickly to new business models, have shown retailers they are actually much nimbler and more capable of substantial changes than they thought.

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