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  "documentTitle": "Sustainability Study 2019",
  "authorId": "SimonKucher",
  "authorName": "Simon-Kucher",
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  "notes": "The chart uses two distinct lines to show the distribution of willingness-to-pay percentages across two brand archetypes.",
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      "kind": "callout",
      "text": "Reading example: 22% of consumers would be willing to pay a 10% to 20% premium for jeans from an industry-leading brand's sustainable line",
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      "text": "Reading example: 31% of consumers would be willing to pay a 30% to 40% premium for jeans from a brand whose mission is sustainability",
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      "text": "Line chart showing % of respondents vs % premium willingness-to-pay",
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      "text": "Willingness-to-pay premium: 31%",
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      "kind": "paragraph",
      "text": "Mission-driven: An apparel company that makes sustainability central to its mission (e.g. claims by Allbirds, Rothy's) Profit-driven: A profit-driven brand offering a sustainable clothing line (e.g. claims by H&M, Zara)",
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      "kind": "source-note",
      "text": "Source: Simon-Kucher Sustainability Study N = 789.",
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      "text": "Premiums for sustainability are witnessed not just in tops (shirts) but also in bottoms (jeans)",
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      "evidence": "The benefits of investing in sustainability are highlighted",
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