Consumer demand is shifting toward greener goods, say McKinsey senior partner Stefan Helmcke and coauthors. Younger generations are expressing their values through their purchasing decisions, leading toward a sustainable and increasingly circular model for consumer products, instead of the established take-make-waste model. By McKinsey estimates, the shift in demand could result in a €400 billion to €650 billion annual opportunity for European companies.
To read the article, see “Playing offense on circularity can net European consumer goods companies €500 billion,” June 29, 2022.