Authenticity

By Julia Wilson  Increasingly consumers are becoming more sophisticated in their ability to discern between true commitment to sustainability and action taken just for show. And they’re not afraid to call out that lack of authenticity on social media, in conversations with friends, or in any other channel. This has made some brands hesitant – afraid of the brutal consumer backlash against well-intentioned efforts. Others are still sustainability sceptics. In our work with clients, I often hear, “Yes, consumers say they want sustainability, but will this actually boost my bottom line?” There is a wealth of evidence that proves…