South Africa, July 21 -- The driving force behind this shift is a new generation of consumers, particularly Gen Z and even Gen Alpha, who are making purchasing decisions based on a brand's environmental commitment. These consumers don't just want marketing messages; they demand genuine, transparent action. They can quickly detect superficial greenwashing and will vote with their wallets, happy to redirect their spending to brands that demonstrate real environmental responsibility.

The pace of change has accelerated dramatically in recent years. Climate change is no longer an abstract concept, but a tangible reality that consumers directly connect to their purchasing decisions. This awareness has created a powerful chain reaction. Consume...