Making Sustainability Irresistible: ​Unlocking the Desirability Formula​

Consumers today have an increasing desire for sustainable products, yet green attributes alone aren’t enough to drive adoption and willingness to pay a premium. Discover key insights from new Lux Research on the missing triggers that shape consumer desire for sustainable alternatives. 

  • The common sustainability triggers used in marketing and why they fall short 
  • The “missing concerns” that make sustainability personally relevant for consumers 
  • Emerging differentiators beyond sustainability that influence choice 
  • A framework to identify the right mix of triggers for your context 
  • How to bring future promise and other “missing concerns” to life through products and messaging 
  • Tactics to drive adoption and overcome price sensitivity 

In this eBook, we unlock a new desirability formula and make sustainability irresistible for your consumers and provide a blueprint for marketing, innovation, and growth strategies that appeal to eco-aware consumers and justify a price premium. 

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Making Sustainability Irresistible: ​Unlocking the Desirability Formula​


About Lux Research

Lux Research is a leading provider of tech-enabled research and advisory solutions, helping clients drive growth through technology innovation. A pioneer in the research industry, Lux uniquely combines technical expertise and business insights with a proprietary intelligence platform, using advanced analytics and data science to surface true leading indicators. With quality data derived from primary research, fact-based analysis, and opinions that challenge traditional thinking, Lux clients are empowered to make more informed decisions today to ensure future success.

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