The Switch.
In 2025 consumers shifted $0.5 trillion in purchases to goods, services and brands they deemed more sustainable. By 2035 this is expected to grow to $3 trillion due to intergenerational wealth transfer, education on issues and digital ubiquity (both for access to information and as a reduced friction switching channel). Consumers aren't doing this because regulators told them to. They're acting because they increasingly understand the issues and are voting with their wallets.
Three forces. One irreversible shift.
The $3 Trillion Switch is not a trend. It is a structural realignment driven by three converging forces that are now impossible to ignore from a boardroom, investment desk, or category strategy perspective. A megatrend is emerging.
Education on issues is growing fast
People are increasingly aware of the issues we face as society. Every level of education has sustainability built into the curriculum; young people are driving the change. Our research shows people aware of issues are 2-3 times more likely to switch how they purchase.
$15 trillion of wealth is changing hands
As wealth moves between generations, so too does decision power. Younger people, armed with more control of spending power across every major category, are transforming the economic landscape. No category will remain untouched; the change will hit in waves.
Digital reduces friction
Digital ubiquity means people have more access to information from more sources; it also makes it easier for them to switch the organizations they advocate, spend with and invest in. This final force is driven by advances in technologies, accelerating the change across all major economies.
The $3 Trillion Switch is Issue 01 of Catalyst.
The full quantified analysis - SRS-anchored sizing based on 6m consumer interviews in the UK, USA and Australia, is underpinned by $2.8 trillion of sales data over 5 years - is published in Catalyst, the GMS Institute's public research campaign.