There is no doubt that consumer demand for sustainable options is on the increase. It is now becoming a huge factor in the choices buyers make when shopping for goods. A recent survey conducted by Deloitte found that 32% of consumers are highly engaged with adopting a more sustainable lifestyle, with 61% of respondents saying they have limited their use of single use plastic, and 34% have chosen brands with environmentally sustainable practices and values.

Innovation, by its very nature, involves change and disruption. This is undisputed, but many businesses can, naturally, have some reservations about disrupting themselves too much. After all, change can often seem like a scary thing. But businesses have now been forced to change by something well beyond their control. The aptitude to risk has changed and ‘pandemic’ will be referenced in the PESTLE analysis of every university student’s dissertation for years to come.