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Almost 1 in 4 US Adults Don’t Believe Brands’ Sustainability Claims.

It appears younger respondents are more likely to cite skepticism about brands’ sustainability claims as a reason for not making sustainable purchases. Almost 1 in 3 Americans ages 18-24 (32%) say they don’t buy sustainable products because they don’t believe sustainability claims made by brands. That view is shared by more than one-quarter (28%) of 35-44-year-olds, per research from YouGov, and reported by

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