Figures from Deloitte show how important sustainability is to modern shoppers and consumers, with 58% valuing durability, 39% focusing on repairability, and another 37% considering how biodiverse the purchase will be. Vikki Makinson, head of marketing and communications at Oceans, the leading supplier of sustainable toilet paper, has provided expert insight into the future trends of sustainable retail for 2024 – from eco-conscious consumerism to circular economy initiatives.