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  "documentTitle": "The future of demand",
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      "text": "The combination of rising consumer preference and increased willingness to pay more for eco-friendly products provides a clear sense of future demand.",
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      "text": "Particularly intriguing, our analysis of various reports revealed that consumers are increasingly willing to pay a premium for sustainable products, with this readiness growing in recent years. For instance, a US survey by PDI Technologies showed that the share of consumers willing to pay more for sustainable products grew by 2 percentage points from 2022 to 2023 and by 12 percentage points from 2023 to 2024. Data from others, including Nielsen, supports this trend, indicating a significant increase in consumer willingness to pay more for sustainable products. (Figure 2) The combination of rising consumer preference and increased willingness to pay more for eco-friendly products provides a clear sense of future demand.",
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      "text": "Source: Accenture analysis based on secondary publications across regions and consumer groups.",
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      "text": "Figure 2: Several studies reveal a growing willingness among consumers to pay a premium for sustainable products",
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