Learn more about business with this collection
Ways to counter the Great Resignation
Strategies for making better decisions
Tips for giving effective feedback
Sustainability
- Investors and employees are pushing brands for change and accountability. Employees are energised by sustainability commitments and hold the brand accountable for them.
- The younger generations show a strong preference for greener brands. Consumers are not the primary influencers for greater brand sustainability. Only 40% of surveyed consumers said environmental responsibility was important to them, but this will change as younger generations place a greater emphasis on sustainability.
5
21 reads
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Integrated experiences
- Consumers expect a seamless experience across channels. Brands can deliver more integrated experiences by connecting offline retail and digital.
- Customers look to several sources for direct access to brands. Few consumers visit brand sites directly (...
4
28 reads
Brand authenticity
- All stakeholders ranked brand transparency and consistency as the most valued expectation. Brands that fall short risk losing share, shelf space, and talent.
- Brand purpose and story: When brands articulate what they stand for, customers, employees an...
5
26 reads
Consumer brands are navigating more complex stakeholder networks
Consumer brands are under pressure to keep consumer loyalty, manage the varied expectations, brand response to social issues and digital advancements.
Stakeholder expectations for brands are merging with expectations for the companies that build and manage them. The most successful...
4
176 reads
Diversity, equity, and inclusion (DEI)
- Retailers are spreading the word. Internally, retailers are prioritising DEI efforts. DEI is difficult to track or measure and is often subjective. However, this buyer-driven approach may soon change.
- Consumer spending habits lag behind. Most consume...
4
21 reads
Research on exploring expectations, importance and actionability
In collaboration with McKinsey & Company, Consumer Brands Association studied expectations from the following stakeholder groups: consumers, retailers, employees, investors, and government.
Themes that emerged:
- Brand authenticity: Be who you say you are.
- ...
5
32 reads
Future of work
Long-term trends will have a major impact on brand owners.
- New capabilities are needed to meet expectations. Consumers expect greater personalisation, efficiency, and transparency. Retailers prefer brands that can minimise supply-chain friction.
- Employe...
4
18 reads
CURATED FROM
CURATED BY
Consumer brands and brand owners are under unusual pressure. They need to face more complex stakeholder networks while managing increasing expectations. Brands that accept a call to action to win the stakeholders loyalty could expect increased returns.
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The Moral Motivations for Investing in Sustainability
Brands implement sustainability because they either care - conforming to stakholder expectations - or comply with regulations; often a combination of both.
Sustainable investing enable individuals to select investments beased on values and personal priorities. More...
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