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  "documentTitle": "Global Sustainability Study 2023 Webinar",
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  "notes": "The chart uses a decay curve to visualize the reduction in price premiums as products move from niche (innovators) to mass market (early maturity).",
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      "text": "Being first mover can be key to cover initial investment costs!",
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      "text": "Price premiums of sustainable innovations",
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      "text": "There is monetization potential for (more) sustainable alternatives. This potential is bigger in the beginning and may erode over time. TAKEAWAY: Being first mover can be key to cover initial investment costs!",
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      "text": "Source: Simon-Kucher project experience; Global Sustainability Study 2022_Event_Deck_vf.pptx",
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      "text": "As market shares of sustainable alternatives increases, it becomes the standard and as a result, the “green premium” decreases",
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