Overcoming the Eight Barriers to Making Green Mainstream

BCG has conducted in-depth research to understand the barriers impeding widespread customer adoption of sustainable offerings and behaviors and to discover how companies in different consumer categories can lower those barriers. We identified eight common barriers and found that these barriers and the most effective ways to overcome them can vary by industry. Although no one-size-fits-all approach will yield optimum results, a company can develop strategies to nudge customers toward more sustainable choices by closely examining its industry, region, and customer base.