2016: the year consumers stop caring about sustainability - and business starts

For years, consumers have propelled the push for sustainability. But if the market turns its attention elsewhere, will companies stay the course?

2016 will be a year of distraction, fear and disruption. Around the world, a host of economic and political threats - including the refugee crisis, terrorism and teetering markets in Europe and China - will crowd headlines. In the US, the presidential election season will push fights over domestic security, guns, race and immigration to the forefront.

In the midst of this noisy climate, long term environmental destruction will get pushed to the back burner of global consciousness. For consumers, corporate responsibility will simply not continue to drive buying decisions at the same level that it has in previous years. When people feel threatened and insecure, they generally turn to shorter term thinking and deprioritize pro-social behavior.