People are rightly sceptical of claims to sustainability when a topic is popular. Brands need to understand that the public, regulators, and competitors are watching out and should be prepared to defend their claims.

Why it matters

Sustainability is hot right now, and rightly so: soon it will be table stakes. But as more brands adapt to become more sustainable, many members of the public are dubious. This means the onus is on brands to demonstrate how, specifically, they are tackling the crisis, and to show the brand is willing to be held accountable.

Takeaways

• Data from social media analytics...