Sustainability as a shopping goal has come to the forefront in recent times, underscored by the results of our recent original research, the “Aspirational Compass” study. In the study, we looked at aspirational shopping motivations—and the “gap” between those aspirations and the shopper’s reality. The study also outlined shopper personas that help brands define positioning in the marketplace. One of the biggest themes throughout the study was the shopper aspiration—for all persona levels—toward greater environmental sustainability.