1. Consumers are increasingly interested in social causes and ethical brands, and are willing to pay a small premium (up to 10%) for products from brands that support social and environmental issues. 2. Partnerships between businesses, NGOs, and consumers are evolving - businesses are now expected to directly address societal problems, not just partner with NGOs for technical expertise. 3. To market sustainability effectively, businesses need to empower and engage local consumers authentically rather than using "global" marketing claims, and work to build trust over time through responsible operations.