According to the article, more than 60% of respondents to a 2020 survey said they’d pay more for a product with sustainable packaging. A separate study found that nearly 80% of consumers say a sustainable lifestyle is important to them. So why aren't our purchasing decisions following our words? 

Well, from the author's standpoint – and with full disclosure, the article's author is the Global Head of Brand Experience & Design at Reckitt – it's all about Marketing. 

Making sustainability “more human” is the next great step in the journey to closing the gap between what we say and what we buy. 

We'll find out soon enough if that works.