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.
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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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