Mainstream consumers are starting to look for products with environmental and social benefits, in addition to traditional benefits linked to functionality and brand. Businesses are beginning to adapt to this shift in consumer preferences. At the same time, people are increasingly engaging in behaviors such as recycling,
conserving energy, paying more attention to healthy habits, and changing transportation modes. The opportunity for companies to capitalize on these shifts for both business and societal value is enormous.

This report reviews findings and case studies from some of the first behavior change studies conducted by mainstream brands, focused on activating new lifestyle behaviors and sustainable product choices.