Join us on a thrilling journey through the bustling marketplace of sustainability, guided by none other than Randi Kronthal-Sacco, a seasoned scholar from the NYU Stern Center for Sustainable Business. Randi opens our eyes to the world of sustainable purchases, revealing that it only commands around 17-18% of the market share. However, she passionately argues that brands and marketers can flip this script by adopting sustainable supply chains and weaving those into their narratives. Moreover, she shares a triptych of points that brands should incorporate into their messaging - 'My Health', 'My Wealth', and 'My Personal World'.As we traverse through the supermarket aisles, Randi enlightens us on the nuances of sustainable messaging. She illustrates the inadequacy of merely labeling products as 'sustainable', emphasizing the importance of crafting the right messages and combining a sustainable claim with a category claim for an 'amplifier effect'. We also delve into the reverberations of the pandemic, examining its impacts on consumer behavior and sustainable purchases. Tune in as we decode the complexities of sustainability, dissect the mechanics of sustainable communication, and forecast the future of sustainable purchases.Be sure to check out the Effective Sustainability Communications: A Best Practice Guide for Brands & Marketers.