Subject in vogue, environmental preservation is reaching even retail consumers. This is what points out a global study of Gfk consultancy, whose result showed that 76% of consumers expect brands to be ecologically compromised. In addition, another requirement is that brands have a moral obligation to respect the environment, according to 28% of citizens. The study shows that the consumer profile has changed a lot and it is more demanding with what it consumes. Today, he is more aware and seeks brands and products that, in addition to offering quality, respect and even benefit the environment. In the same direction, brands realized the change in consumer profile and in the way of doing business, delivering more sustainable products and services. This practice increases the confidence in the brand and relies on the consumer, making it come back other times, because he knows it is ecologically correct. Many retailers have used sustainability benchmark metrics as a reference to adopt good environmental preservation practices. In this way, they can develop more assertive operations in brand stores, contributing to a cleaner and more sustainable commercial sector. Sources: Francal/First Page