Trendwatch: Brand sacrifice
David MattinTrendwatching.com
One counter-intuitive insight for 2015? Consumers don't want to make the world a better place. They want brands to do it for them. When it comes to betterment (think self, society and planet), many consumers are setting more stringent standards for brands than they are for themselves. After all, it's the brands themselves who created – or at least cultivated – many of the bad behaviours and poor lifestyle choices that well-meaning consumers are now trying to change. Now, consumers are setting the standards they think brands deserve, conditioned by decades of unethical operations,...