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  "documentTitle": "Green by Default",
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      "text": "Innovating to cater to both prominent and practical green consumers enables businesses to expand their addressable market from less than 30% to over 80% of all consumers (Figure 4). This creates an enormous opportunity to increase sales volumes.",
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      "text": "How do we humanize sustainability and make this easier for consumers? Sometimes we just need to take away choice to do sustainability by stealth. As a consumer, as a citizen, none of us should have to go to a store and choose between a product that causes tropical deforestation and one that doesn't, that simply shouldn't be a choice we have to make. So, it's our job as business to take that choice out of our products.",
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      "text": "Base: APAC, n=12,000; LATAM, n=3,500; MEA, n=3,000\nSource: Accenture Green Consumption Survey 2023",
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