Today, consumers and investors are becoming increasingly focused on supporting sustainable businesses. The demand for sustainable goods has increased by over
71% in recent years, and companies are rapidly changing to keep up. According to a national survey conducted in a
2006 study, millennials are more responsive to institutions that are environmentally friendly. The results of the study showed that 83% of millennials will place more trust in an organization that is socially and environmentally responsible. Another study, conducted by the Mortgage Lender Network of the USA found that
94% of Americans prefer to work in a setting that is designed to be both energy efficient and ecologically sound. However, not all companies are truthful when it comes to claims regarding their increased devotion to sustainability. Lately, many companies have been accused of Greenwashing, or claiming to have greener funds and products than they actually do.