As the polycrisis keeps piling on existential challenges for businesses and societies, consumer demand continues to be a key driver for companies to scale investments at the pace necessary to combat climate change and other urgent issues. Marketers have yet to consistently engage consumers convincingly enough on sustainability and regeneration. Edelman and the NYU Stern Center for Sustainable Business have launched a new research initiative to identify which environmental sustainability claims best resonate with consumers, helping brands refine their positioning by integrating sustainability messaging into their communication. This presentation will share the most important results of this recently-released study.