Sustainability Europe November 1, 2022Consumer demand is shifting toward greener goods, say McKinsey senior partner Stefan Helmcke and coauthors. Younger generations are expressing their values through their purchasing decisions, leading toward a sustainable and increasingly circular model for consumer products, instead of the established take-make-waste model. By McKinsey estimates, the shift in demand could result in a €400 billion to €650 billion annual opportunity for European companies. We strive to provide individuals with disabilities equal access to our website. If you would like information about this content we will be happy to work with you. Please email us at: McKinsey_Website_Accessibility@mckinsey.com To read the article, see “Playing offense on circularity can net European consumer goods companies €500 billion,” June 29, 2022.