Families should not have to choose between sustainable or affordable, says Dean Tollman, CEO of leading UK baby brand Vital Baby. With the urgency for businesses to reduce their impact on the environment coupled with a rising consumer demand for eco-friendly products, Tollman believes that sustainability premiums have become outdated. Despite cost-of-living pressures, nine in ten consumers are prioritising sustainability in their buying practices with 80% willing to pay more for sustainably produced or sourced goods, according to research. In fact, some consumers are prepared to pay on average 9.7% more for such products. However, Tollman, whose firm has just…