COVID has led consumers to question the values reflected by their behaviour. This has resulted in many who are keen to change their lives. But what role do brands have in helping to meet their goals and enact purposeful behaviours?
Many companies aim to be their consumers best loved brand. But do we really know what love is and even if this is what brands should be aiming for?
There often seems a gap between good intentions and actual behaviour when it comes to sustainability. We explore what is underpinning this and what can be done to close the gap.