2016 is expected to be a year of distraction , uncertainty and disruption due to continuing political threats such as the refugee crisis , terrorism and volatile markets in Europe and China , it has been reported today . For consumers this means corporate sustainability will probably not continue to drive buying decisions at the same level it has in 2015 and previous years , as such insecurity generally leads to short - term thinking that is less focused on pro - social issues like sustainability . This is forecast to have a negative effect on businesses who rely on sustainability claims for marketing purposes . However , experts have suggested that only the businesses who were not genuine about upholding their sustainability in the first place will be the most affected . Those who are truly committed are predicted to continue to reap the benefits of lower resource use , higher customer engagement and wellbeing , a drive for operational excellence , and less exposure to risk as carbon becomes more expensive . In the US, the presidential election season will push fights over domestic security, guns, race and immigration to the forefront. Therefore , the industry is expected to become less crowded and more authentic , where only the leaders and innovators will be left standing .
2016 is expected to be a year of distraction , uncertainty and disruption due to continuing political threats such as the refugee crisis , terrorism and volatile markets in Europe and China , it has been reported today . For consumers this means corporate sustainability will probably not continue to drive buying decisions at the same level it has in 2015 and previous years , as such insecurity generally leads to short - term thinking that is less focused on pro - social issues like sustainability . This is forecast to have a negative effect on businesses who rely on sustainability claims for marketing purposes . However , experts have suggested that only the businesses who were not genuine about upholding their sustainability in the first place will be the most affected . Those who are truly committed are predicted to continue to reap the benefits of lower resource use , higher customer engagement and wellbeing , a drive for operational excellence , and less exposure to risk as carbon becomes more expensive . Therefore , the industry is expected to become less crowded and more authentic , where only the leaders and innovators will be left standing .