There is a growing movement on the part of global consumers to make purchasing decisions based on the sustainability of the products, brands and companies behind their production. In the past year, sales of consumer goods from brands with a demonstrated commitment to sustainability have grown more than 4% globally, while those without grew less than 1%. The bottom line is that consumers are increasingly making better and more considered choices of the brands and products they buy, willing to pay more for sustainable products where the backstory is known and the environmental and social impact is informed. In fact, according to the really interesting study ‘The Sustainability Imperative’ published by Nielsen late last year, sixty-six percent of consumers say they are willing to pay more for sustainable brands, up from 55% in 2014 and 50% in 2013. Its obvious that consumers are increasingly motivated in their buying decisions by appeals to protect the planet or to improve the living and working conditions of people across the globe. As consumers are trying to be more responsible global citizens, they are expecting the same of the companies and brands they are buying from. Many ethical, sustainable and socially responsible brands here in Africa, particularly those launched by women with a strong backstory, can maximise the opportunity to connect with this powerful buying sentiment.