Trendwatch: Big brand redemption
Household-name megabrands – both new and old – have a problem. For many consumers, the phrase 'big brand' conjures up a vision of a monolithic organisation that rakes in billions while polluting the planet, exploiting vulnerable workers, invading privacy and flouting tax laws. Of course, that's a caricature. Many big brands employ people who do care about doing the right thing. Nevertheless, we've been talking for years about a more sustainable, more socially responsible consumerism, and it often seems we're no closer to the epic trajectory shift that's needed.
But what if megabrands...