Creating Value from Sustainable Products: Insights from Deloitte Canada

Overview

Deloitte Canada now releases its first Canadian Consumer Sustainability Report. The report shows how companies can gain value with sustainable products. It links purpose, authenticity, and trust. Leaders and consumers share their views in the surveys. The report helps readers see the clear challenges and chances in making sustainable products after the pandemic.

Key Findings

Growing Consumer Demand for Sustainability

Even with economic pressure, many Canadians choose sustainability.
• 62% of Canadians pay a premium of 20% or more for goods made sustainably.
• Consumers favor brands that act sustainably. They choose these brands even when budgets are tight.

Information Gap and Consumer Skepticism

Many consumers feel confused by all the sustainability claims.
• 49% of consumers doubt the facts behind claims.
• 23% find it hard to tell real efforts from greenwashing.
• 46% do not wish to pay extra because messages are unclear.
• Business leaders worry too. About 41% fear they might be seen as greenwashers if they do not explain their actions clearly.

The Cost and Complexity of Sustainability

Sustainable products can be expensive and complex.
• Launching these products needs a strong investment.
• It is hard to measure the benefits in a clear way.
• A full change in the company is needed, not just small fixes.

Purpose-Driven Product Development

True sustainability starts with a clear purpose.
• Companies work best when they have real environmental and social goals, not just a marketing plan.
• Brands that follow their purpose build strong, lasting bonds with consumers.

Building Consumer Trust

Trust matters for sustainable products.
• Clear, honest information builds trust.
• Certifications from trusted groups add credibility.
• Brands should use clear language and teach consumers about product impacts.

Strategic Recommendations

• Adopt a whole-of-company plan. Make sustainability part of operations, supply chains, and partnerships.
• Boost transparency. Share clear and verifiable details about where products come from and what they do.
• Use honest messages. Match words with real sustainable actions to avoid greenwashing.
• Invest in clear impact measures. Create simple, useful numbers for social and environmental gains.
• Engage consumers. Help them learn and discuss, and turn doubt into trust.

Conclusion

Canadian consumers now reward brands that show true sustainability. Companies face both chances and risks. Success comes from a real purpose, clear talk, and company-wide change. Deloitte’s report shows that brands who earn trust and use honest sustainable methods can win in a market that cares.

For further insights and to download the full Deloitte report, visit Deloitte Canada’s official website.

Design Delight Studio curates high-impact, authoritative insights into sustainable and organic product trends, helping conscious consumers and innovative brands stay ahead in a fast-evolving green economy.