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TheNextFrontier

inCarbonCredits:

Consumers

March2023

ByCourtneyDong,VikasTaneja,LaurenTaylor,PascalEnohnyaket,KeetonRoss,

JennyRoy,andBrennanSpellacy

TheNextFrontierinCarbon

Credits:Consumers

It’snosecretthat

climatechange

isatremendousthreattothe

futureoftheplanet.Theworldneedstoreachnet-zeroemissionsby2050tomeettheglobaltemperaturereductionsoutlinedintheParisAgreement.Happily,someprogressisbeingmadetowardnetzeroon

thebusinessside,withabout33%oftheworld’slargestcompanies

(andmorethan50%ofitscountries)pledgingto

reachnetzero

between2030and2050,andmanymorestatingacleardesireto

decreasetheircarbonfootprint.

Yet,achievingthisgoalwillbenosmallfeat.Acriticalenablerwillbegoingbeyondthereductionofcarbonemissionstotheremovalofexistingcarbonfromtheatmosphere.InlinewiththeScienceBasedTargetsinitiative(SBTi)’sNet-Zero

CorporateStandardcreatedtocombatgreenwashing,whilecompaniesneedtotakerapidactiontoachievelong-term

deepemissionscutsof90%to95%,theyalsoneedto

neutralizeanylimitedresidualemissionsthatarenotpossibletocut—thefinal5%to10%—throughcarbonremoval.

Whilecarbonremovalactivityhasbeenlowhistorically,

thisneedstochange.AccordingtothelatestreportfromtheUnitedNations’IntergovernmentalPanelonClimateChange(IPCC),thereisnowonlya40%to60%chanceoflimitingtheglobaltemperatureriseto1.5°Cabove

pre-industriallevelsby2030.Inadditiontoimmediateanddeepemissionscutsacrossallsectors,carbonremovalatscaleisessentialinordertocontainthelikelyovershoot

andgraduallybringemissionsbackdownto1.5°Cby2100.Andthecontributionofcarbonremovalinitiativesacross

bothengineeredandnature-basedsolutionsmustincreaseto10gigatonnesofCO2removedperyearby2050.

Tofinancecarbonremovalandavoidance,agrowingnumberofcompaniesarepurchasingcarboncreditsinthevoluntarycarbonmarket(VCM).Organizationsandindividualsare

abletopurchasethesecreditsviaselectgrowth-techplat-

formstopayfor“carbonoffsetting”—theactofapplyingthecreditsagainstaninternalaccountingofcarbondioxide

equivalent(CO2e)emissionstocompensateforthose

emissionswiththeremovaloravoidanceofotherCO2eemissionsthroughactivitiessuchasreforestation,the

reductionofmethaneemissions,andavoideddeforestation.SomecompaniespurchasecarboncreditsthroughtheVCMbutdonotusethemtooffsetemissions,insteadusingthesepurchasesasawaytomakeabroadercontributiontoclimatechangemitigation.(See“WhatAreCarbonCredits?”)

Giventhemagnitudeofchangethatmusthappenfortheworldtogetbackto1.5°Cby2100,allclimateeffortsareimportantrightnow.Whilegovernmentsandindustry

musttakeboldaction,consumersmustalsoact.Al-

thoughwhatconsumershavebeendoingtodate,suchasrecycling,purchasingenergy-efficientappliances,and

reducingairtravel,ishelpful,itisnotenough.Consumeradoptionofcarboncreditsisasignificantopportunity,

andwearealreadystartingtoseeseedsofmomentuminthemarket.ArecentsurveybyBCGfoundthatonce

carboncreditswereexplained,38%ofarepresentativesampleofUSconsumerswereinterestedinpurchasingcreditsinthenearfuture.

EarlyConsumerAdoptionIsBeginningbut

GreaterTransparencyIsNeeded

Todelveintothemotivationsandmindsetssurrounding

USconsumers’purchaseofcarboncredits,BCGworked

withtheclimatetechnologycompanyPatchtosurvey

afullpanelof1,320consumers.Thisgroupincludeda

representativesampleoftheUSpopulation,currentbuyers

ofcarboncredits,andpotentialbuyersofcarboncredits.

(See“OurMethodology.”)

2THENEXTFRONTIERINCARBONCREDITS:CONSUMERS

Consumerswho:

34%

19%

Werefamiliarwithcarbonoffsetcredits1

Wereopentopurchasingcarbonoffsetcreditsinthenearfuture2

3%Hadpurchasedcarbonoffsetcredits

2%Purchasedcarbonoffsetcreditsonaregularbasis

Exhibit1-ThereAreTremendousOpportunitiestoIncreaseAwarenessofandEducationAboutCarbonCredits

Aware

Consider

Purchase

Frequentlypurchase

Sources:2022BCG-PatchSurveyofUSConsumers;BCGanalysis.

Note:Responsesfromasampleof503USconsumerscontrolledtoensurethatdemographicswereproportionatetotheUSpopulation.1Consumerswhoranked4or5ona1-to-5familiarityscale.

2Consumerswhoranked7ona1-to-7likelihoodscale.

WhatAreCarbonCredits?

Onecarboncreditrepresentsonetonofcarbondioxide

equivalent(CO2e)removedoravoided.Whenbusinessesorindividualsvoluntarilypurchasecarboncreditstoapply

towardameasured,specificcarbonemissionsfootprint,alsoreferredtoas“carbonoffsetting,”aprojectdeveloperwill

usethatmoneytoremoveoravoidCO2eemissionsthroughactivitiessuchasreforestation,avoideddeforestation,the

reductionofmethaneemissions,orcatalyzingengineeredcarbonremovaldirectlyfromtheatmosphere.

Althoughavoidancecredits(forexternalprojectsthatavoidemissionsproduction)currentlyaccountforabout80%ofsupply,ouranalysisprojectsthatremovalcredits(forproj-ectsthatlowerexistingemissions)willreach35%by2030.

Whenindividualconsumerspurchasecredits,theyarelikelytogothroughatechnologypartnerowingtothelackof

directconsumeraccesstocarboncreditprojects,capabili-

ties,andresources.Itiscriticalthatthesecreditssupport

high-qualityclimateprojects,witheachcreditbeingequiva-lenttotheimpactofoneadditionaltonofCO2ebeingper-manentlyremovedormitigatedfromtheatmosphere.Giventheimportanceoftrustandtransparencyinthemarket,allprojectsshouldalsobescientificallyreviewedbythirdpar-

ties,audited(withverifiedimpact),andhavearegistryor

trackingsystemforcreditsgenerated.Inaddition,there

shouldbethird-partyassessmentstoverifyfactorssuchaspermanence(howlongtheCO2remainsstored),leakage(whenacompanywithstrictregulationsmovesproductiontoacompanywithmorelenientregulations),andriskof

reversal(re-releaseofstoredcarbon).

Examplesofthirdpartiesthathavecreatedstandards(suchasguidanceonmeasurement,reporting,andverificationtoassesstheintegrityandqualityofcarboncreditsinthe

voluntarycarbonmarket)includeGoldStandardandVerra.Further,therearemultistakeholdergovernancebodies,suchastheVoluntaryCarbonMarketsIntegrityInitiative(VCMI)andtheTaskforceonScalingVoluntaryCarbonMarkets

(TSVCM),thatwerecreatedtodrivecredible,net-zero-

alignedparticipationinthevoluntarycarbonmarket.

NotethatCO2eisametricusedfordifferenttypesof

greenhousegas(GHG)emissionsthatallowsustocom-

parethemintermsoftheirimpactontheclimate.Meth-

ane,forexample,has25to80timesmoreimpacton

globalwarmingthanCO2andthusgenerates25to80

timestheemissionsthatCO2generates.Whenwediscusscarboninthispublication,wearebroadlyreferringtoCO2e.

81112

Wefoundthat34%ofrespondentsintherepresentative

samplewerefamiliarwithcarboncredits,19%wereopentopurchasingcreditswithinthenexttwoyears,3%had

purchasedcreditsinthepast,and2%purchasecreditsonaregularbasis.Thesefindingssuggestthereissubstantialroomforgrowthinthevoluntarymarketforcarboncreditsthroughincreasedconsumerawareness.(SeeExhibit1.)

Relativelylowadoptionratesthusfarcouldhaveawide

varietyofcauses.Theseincludelowconsumerawarenessofcarboncredits,theperceivedcomplexityofclimate

solutions,apoorunderstandingofthemagnitudeofactionrequiredtomitigateclimatechange—andtheroleofcar-

boncreditsinthiseffort—andafearbybusinessesofdisruptingexistingconsumer-purchasingflows.

Inaddition,manyconsumerswantmoreinformation.

Theyareinterestedinlearningaboutthecarbonfootprintoftheireverydaypurchases,seeingevidencethatcarbon

creditsareaneffectivetooltomitigatetheseemissions,

andobtainingdetailsaboutthespecificprojectstheywouldbesupporting.Infact,withincidentsofgreenwashingand

increasingscrutinyofthevoluntarycarboncreditmarket,itismoreessentialthaneverthatconsumershaveaccessto

informationregardingtheprojectstheysupport—includingthequalityoftheseprojects,oftenmeasuredbytheir

permanence;theirtraceability;andthepreventionof

emissions“leakage,”meaninganyassociatedrisein

emissions.Ultimately,factorssuchastransparencyregardingtheemissionsimpactofpurchaseditemsandrelated

carbonprojectswouldsupportgreaterconsumeradoptionofcarboncredits.(SeeExhibit2.)

Incontrasttothelowadoptionrates,consumersentiment

towardoffsettingwassignificantlypositiveinoursurvey.

Ofrespondentswhoweresomewhatfamiliarwithcarbon

credits(250ofthoseinourrepresentativesample),58%believedthatcarboncreditscanencouragemoresustainablebehavior.

TheSpectrumofPotentialPurchasersExtendsBeyondEarlyAdopters

Todevelopadeeperunderstandingofconsumerperception

andadoptionofcarboncredits,wedisaggregatedoursurvey

populationintofivedistinctsegments:earlyadopters,potentialearlypurchasers,potentiallatepurchasers,remainingpotentialpurchasers,andthoseunlikelytopurchase.(SeeExhibit3.)

Exhibit2-TransparencyIsKeytoConsumerAdoptionofCarbonFootprintOffsetting

Question:Whichofthefollowingismostlikelytoincreasethelikelihoodthatyouwilloffsetyourcarbonfootprintinthenexttwoyears?

Respondents1(%)

IfIhadmoretransparencyontheamountofcarbon

172220

emissionsthattheproductIpurchasedgenerated

IfIsawmoreproofthatoffsettingmycarbonfootprintthroughthepurchaseof171922

carbonoffsetcreditswouldmakearealdifferenceinreversingclimatechange

151720

IfIhadmoretransparencyonthespecificcarbon

creditprojectsthatIwouldbecontributingto

Ifthepricetooffsetmycarbonfootprintwerelower2214

15

Iftheoffsettingprocesswereeasyandseamless2118

11

IfIsawthatoffsettingmycarbonfootprintwasacommon

actionbyothercustomersormyfriendsandfamily

Rank1Rank2Rank3

Sources:2022BCG-PatchSurveyofUSConsumers;BCGanalysis.

1N=386(thosefamiliartosomeextentwithcarbonoffsetcredits)ofarepresentativesampleof503USconsumers.ThesamplewascontrolledtoensurethatthedemographicswereproportionatetotheUSpopulationasawhole.

4THENEXTFRONTIERINCARBONCREDITS:CONSUMERS

Exhibit3-AQuarteroftheRespondentsWereExtremelyorVeryInterestedinPurchasingCredits

Purchasers(3%)1Potentialpurchasers(81%)Unlikelypurchasers(16%)

Potentialearly

purchasers(10%)

Potentiallate

purchasers(15%)

Remainingpotentialpurchasers(56%)

Earlyadopters(3%)

Segmentdefinition

Reportedpayingmoretopromote

Reportedpayingmoreto

Reportedpayingmoreto

Reportedpayingmoreto

Reportednointerestin

sustainabilityandhadpurchased

promotesustainability;

promotesustainability;

promotesustainabilityor

sustainableoptionsand

carbonoffsetcreditsinthepast

ORwereextremely

ORwereveryinterested

participatedinsustainabili-

didnotengageinany

twoyears

interestedinbuying

inbuyingcredits,

tyinitiatives;ORinterested

sustainabilityinitiatives,

credits,veryawareoftheir

somewhatawareoftheir

inbuyingcredits;ORat

makingitsmembers

carbonfootprint,and

carbonfootprint,and

leastsometimesengaged

unlikelytopurchase

engagedinsomeformofcarbonoffsetting(e.g.,

paidextraforecofriendlyshipping)

engagedinsomeformofcarbonoffsetting(e.g.,paid

extraforecofriendly

shipping)

inatleasttwosustainabili-tyinitiativesinthepast

(e.g.,recycling,reducing

plasticuse)

creditsinthenearfuture

Profileover-index2

•30s,40s

•$125–150Kannualincome

•College,graduate,orprofessionaldegree

•Majoritymale

•30s

•$100–200Kannualincome

•Graduateor

professionaldegree

•Majoritymale

•20s,30s

•Collegegraduate

•Majorityfemale

Sources:2022BCG-PatchSurveyofUSConsumers;BCGanalysis.

1Allgroupshereareshownasapercentageoftherepresentativesampleof503USconsumers,controlledtoensurethatthedemographicswereproportionatetotheUSpopulationasawhole.

2Thesegmentinquestionskewedtowardaparticularcharacteristic.

OurMethodology

Wesurveyedapproximately1,320peopleaged16to64—the“fullpanel”—acrosstheUSduringAugustandSep-tember2022aboutavarietyoftopics,includingtheir

awareness,adoption,andperceptionofcarboncredits;

intenttopurchasecreditsandanybarrierstopurchasing;willingnesstopay;potentialmotivators;perceptionofthecarbonintensityofdifferentindustries;andfactorsthat

wouldmakethemmorelikelytopurchasecarboncredits.

Thisfullpanelincludedarepresentativesampleof503USconsumers,someofwhomwereactualorpotentialpur-

chasersofcarboncredits,andasecondgroupof817,

surveyedtoaddmoreactualandpotentialpurchasersof

carboncreditstothestudy.Thefinalsurveytotalcom-

prised239purchasersofcarboncreditsatsomepointin

thepast,1,001potentialpurchasers,and80peoplewho

hadnotpurchasedandsaidtheyhadnoplanstopurchase.Wefurthersegmentedthegroupofpotentialpurchasers

intothreesubsegments:116“potentialearlypurchasers,”188“potentiallatepurchasers,”andanother697who

mightbuycreditssomeday.

EarlyAdopters(3%oftheRepresentativeSample).WedefinedearlyadoptersasUSconsumerswhohaveboughtcarboncreditsinthepasttwoyears.Asagroup,theysaid

thattheywerewillingtopaymoreforsustainableoptions,werefamiliarwithdifferentcarbonprojects,andwould

changetheirshoppingbehaviorsignificantly—suchasby

switchingtoanew,similarbrand—iftheywereofferedtheoptionofpurchasingcarboncreditstooffsettheirpurchase.Membersofthisgroupwerelargelyurban,millennial,

well-educated,tech-savvymaleswithhigherincomesandgreaterawarenessoftheircarbonfootprintcomparedwithothersurveysegments.

Notethatonceindividualshavepurchasedcredits,theytendtodosoagain,somanyinthisgroupwererepeatpurchasers.

PotentialEarlyPurchasers(10%).Thissegmentcom-

prisedconsumerswhohadnotyetpurchasedcarboncreditsbutseemedlikelytodosointhenexttwoyears.These

respondentssaidtheywerewillingtopaymoreforsustain-ableoptions,extremelyinterestedinbuyingcredits,andveryawareoftheircarbonfootprint.Thisgroupwasdemographi-callysimilartotheearly-adoptersegment.

Whilealackofknowledgewasthemainbarriertopurchasingforconsumersinothersegments,thatwasnotgenerallythecaseforthisgroup:76%wereawarethattheycouldoffset

theircarbonfootprint,butalmosthalfbelievedthatcompa-

nies,notconsumers,shouldberesponsiblefordecarbonizing.Inaddition,closeto40%oftheserespondentsthoughtthat

companiesshouldabsorbthefullcostoftheircarbonemis-sions.Thesefindingsindicatethatcreatingtransparency

regardingcorporateclimateeffortsalreadyunderwaymightpersuadetheseconsumerstotakepartaswell.

Furthermore,potentialearlypurchasersrankedtransparen-cyveryhighly,withamajoritysayingtheywouldbemore

likelytobuycreditsiftheyhadincreasedtransparency

regardingthespecificcarboncreditprojectsthattheywouldbecontributingto,greatertransparencyontheamountof

carbonemissionsgeneratedbytheproducttheypurchased,ormoreproofthatoffsettingtheircarbonfootprintthroughthepurchaseofcarboncreditswouldmakearealdifference.

PotentialLaterPurchasers(15%).Themembersofthisgroupwerethosewho,whiletheyhadnotyetpurchased

credits,saidtheywereinterestedinbuyingcreditsand

werewillingtopaymoreforsustainableoptions.Buttheyweregenerallylessawareoftheircarbonfootprintand

thetypeofcarboncreditprojectsavailablethantheearliertwogroupswere—andlessenthusiasticaboutpurchasing

credits.Intermsofdemographics,theyweresplit50/50maleandfemale,were52%urban,and56%hadan

advanceddegree.

While79%ofpotentiallaterpurchasersunderstoodhow

carbonoffsettingworks,asmallerpercentage(66%)were

awarethattheycouldoffsettheircarbonfootprint,with58%ranking“moretransparencyonthespecificcarboncredit

projects”inthetopthreewaystoincreasethelikelihoodthattheywouldbuycredits.Educatingthissegmentcouldplayapowerfulrole—moresothanintheearlier,alreadywell-informedgroups.

RemainingPotentialPurchasers(56%).Themembersofthissegmentindicatedtheywerewillingtopaymoreforsustainableoptions,hadshownsomeinterestinbuying

credits,orhadactedontwosustainabilityinitiatives,suchasrecycling.Only20%oftheremainingpotentialpurchas-erswerefamiliarwithcarboncredits,but49%wereinter-

estedinthem;whenaskedtoidentifythemainbarrierstopurchasingthem,42%citedalackofunderstandingofthecreditsand30%indicatedalackoftransparencyonthe

impactofthecredits.Intermsofdemographics,many

wereintheirearly40s,femalesslightlyoutnumbered

males,andmostheldcollegedegrees.Educatingthese

remainingpotentialpurchasersaboutcarboncreditscouldgoalongwaytoincreasingadoptionamongthissegment.

UnlikelyPurchasers(16%).Thefinalgroupofrespon-

dentshadnotshownanyinterestinsustainableoptions

orpracticedsustainabilityinitiatives,makingthemembersunlikelytopurchasecredits.Forthepurposesofthisre-

port,wehavenotcloselyanalyzedthisgroup.

ConsumersAreOpentoSwitchingBrandsifOffsettingIsAvailable

Whenaskedtoestimatethecarbonintensityofdifferent

industries,manyrespondents(20%)saidtheyconsider

airlinestobethemostcarbonintensive,while16%pointedtocartraveland15%topowerandutilities.Incontrast,

thefewestconsumers(8%)rankedstreamingandenter-tainmentasthemostcarbon-intensiveindustry.

Regardlessofwhethertheseperceptionsarecorrect,our

surveyfoundthattheserankingsweresomewhatcorrelat-edtowhatconsumerssaidabouttheirwillingnessto

switchbrandsifitmeanttheycouldoffsettheirpurchase.Forexample,oncecarboncreditswereexplainedtothem,69%oftherepresentativesampleand71%ofthepotentialearly-purchasersegmentsaidthattheywouldbelikelyorverylikelytoswitchtrainoperatorsifitmeanttheycouldoffsettheircarbonemissions.Airtravelandhousehold

goodsweretheothertopcategoriesinwhichconsumerswerewillingtoswitchbrands.

6THENEXTFRONTIERINCARBONCREDITS:CONSUMERS

Exhibit4-ConsumersStatedaStrongerWillingnesstoSwitchBrandsinSomeCategoriesThaninOthersifCarbonOffsettingWereAvailable

Question:Ifasellerofequalconvenience,price,andqualityofferedanabilitytooffsetyourcarbonfootprint,howlikelywouldyoubetoswitchtothisnewbrandfromyourpreferredbrand?

Decreasingoverallstated

willingnesstoswitchbrands

Representativesample

Early

adopters

Potentialearlypurchasers

Potentiallatepurchasers

Remaining

population1

Traintravel

Airtravel

Householdgoods

Investmentaccounts

Fashionandluxuryitems

Rideshareservice

Healthcareproducts

Lodging

Foodandbeverages

Cryptocurrencies

Creditcardsanddebitcards

Insurance

Bankaccounts

LowerstatedwillingnesstoswitchHigherstatedwillingnesstoswitch

Sources:2022BCG-PatchSurveyofUSConsumers;BCGanalysis.

Note:N=503USconsumers.ThesamplewascontrolledtoensurethatthedemographicswereproportionatetotheUSpopulationasawhole.1Includesremainingpotentialpurchasersandunlikelypurchasers.

Butwealsonoteageneralreceptivenesstoswitching

brandsacrossnearlyeverycategoryifconsumerscan

offsettheircarbonemissions,particularlyamongrespon-dentsintheearly-adopterandpotentialearly-purchasergroupsofthefullpanel.(SeeExhibit4.)

TheAmountConsumersAreWillingtoPayIsCorrelatedMorewithPriceThanOffsetCost

Withinoursurvey,weconductedaVanWestendorpprice-

sensitivityanalysis,aprice-testingapproachthatmeasureshowsensitiveconsumersaretopriceandderivestheaccept-ablepricerangeforaparticularproductbyaskingthemto

evaluatefourpricepoints.(Seetheslideshow.)

Withthefullsurveypanel,ouranalysislookedatconsumer-pricingpreferencesforthreedifferentproducts—anevery-dayfashionitem($50jeans),luxuryitem($250jeans),andtravelservice($250flight).Wealsoprovidedrespondents

withtheestimatedcosttooffsetthecarbongeneratedby

eachoftheproductswithhigh-qualitycredits.Weusedthefollowingassumptionsregardingthepricepertonofcarboncredits:$50fortheinexpensivejeans,$100fortheexpen-

sivejeans,and$50fortheflight.

BOSTONCONSULTINGGROUP+PATCH7

Transparencyiskeyto

increasingconsumeradoption

ofcarboncredits.

Intheprocess,wediscoveredthatconsumerwillingnessto

paywasnotconsistentlydrivenbytheactualcosttooffset

agivenproduct’scarbonemissions.Acrossallpricepoints

andcategoriestested,thewillingnesstopayforcarboncredits

hoveredaround$1to$7fortheaverageUSconsumer,

showingageneralthresholdabovewhichconsumersseemedunwillingtocontribute,irrespectiveofthepurchase.

Whenwelookedattherepresentativesampleof503

respondents,forinstance,wesawthattheaveragestated

willingnesstopayforcarboncreditswaslargelyproportion-atetotheactualcosttooffsetemissionsforthejeans(upto4%ofthetotalcost).Butforanairlineflight,whichhadamuchhigherproportionatecosttooffsetitsemissions

(about12%ofthetotalproductprice),thestatedconsumerwillingnesstopay—althoughhigherthanforthejeans—

wasstillwellbelowthecosttooffset.Clearly,somecategoriespresentmorepromisingopportunitiesforconsumeroffsettingthanothers.

Perhapsunsurprisingly,wealsofoundthatthemostengagedgroups—earlyadoptersandpotentialearlypurchasers—statedaconsiderablyhigherwillingnesstopayacross

productsandproductpricepoints,sometimesashighas

tentimesthatoftherepresentativesample.Whiletheir

interestinsustainabilitywasclearlyafactor,demographics(includingmorefreeincome)mayhavehelpedaswell.

Inviewingthefindingsfromagenerationalperspective,wenotethatmillennialsstatedaconsiderablyhigher

willingnessthanothergenerationalsegmentstopayforcarboncreditswhenpurchasingeverydayapparel,

luxuryapparel,andairfare.

CompaniesMustBridgetheGapto

ConsumerAction

Toaccelerateconsumeractionwithcarbonoffsetting,

thecarboncreditmarketneedsthesupportofconsumer-

facingbusinesses.Evenwhenconsumershavetheintentiontohelpaddressclimatechangethroughcarboncredits,theymaynotalwaysact.Thisgapbetween

intentionandaction

isawell-knownchallengeintheclimatesector.

Businessescanhelpbyofferinglow-frictionwaysfor

consumerstoaccessreputablecreditsinthepurchasingjourney.Forexample,companiescanpartnerwiththirdpartiestoprovideanoptiontobuycreditsduringorafterthecorepurchasingjourney.Theyshouldalsoenable

consumerstochoosewhichclimateprojecttosupportfromaspecifiedlist.Wefoundinourstudythatthischoiceincreasedthelikelihoodthattheconsumerwouldbuy

creditsby23%.Offeringchoicewillbefundamentaltoboostingadoptionoverall,particularlyamongpotentiallaterpurchasersandremainingpote