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  "documentTitle": "Sustainability Study 2019",
  "authorId": "SimonKucher",
  "authorName": "Simon-Kucher",
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  "notes": "The chart shows a clear premium decay curve for both company types, with mission-driven brands maintaining higher consumer willingness-to-pay at higher premium levels.",
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      "kind": "callout",
      "text": "Reading example: 33% of consumers would be willing to pay a 40% to 50% premium for a top from a brand whose mission is sustainability",
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      "text": "Reading example: 47% of consumers would be willing to pay a 10% to 20% premium for a top from an industry-leading brand's sustainable line",
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      "text": "Line chart showing % of respondents vs % premium willingness-to-pay for mission-driven vs profit-driven companies",
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      "text": "Willingness-to-pay premium: 70%",
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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": "Majority of consumers are willing-to-pay premiums for sustainability across both types of companies",
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      "beatSlug": "monroes-sequence-satisfaction",
      "evidence": "The benefits of investing in sustainability are highlighted",
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      "evidence": "The deck presents data on consumer willingness to pay for sustainability",
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      "structure": "The Status Quo -> The Hidden Costs Accumulating -> The Future State of Inaction -> The Tipping Point",
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