sustainability - future thinking
We examine how brands can attract a new generation of socially conscious smart consumers.
Sustainability is no longer a niche proposition. Changing consumer attitudes to the environment and to corporate responsibilities are forcing businesses to readdress their operations as well as their brand story.
Gen Z (5-20 year olds) are environmentally aware
Many young brands have been able to tap into this growing consumer concern and firmly position themselves as environmentally caring. Companies such as Method, the multi-million pound business producing nontoxic, biodegradable natural cleaning supplies have built their very brand around sustainability and use their eco credentials to highlight environmental issues as well as differentiating their products. It is more of a challenge for big, established businesses that are entrenched in old practice and have prioritized their brand values differently.
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