Some 60% of consumers claimed to have made more environmentally friendly, sustainable or ethical purchases since the start of the COVID-19 pandemic, according to research by Accenture. In a new article for WARC, Wayne Deakin, Executive Creative Director – EMEA at creative agency Huge, argues that a focus on building a ‘regenerative’ brand is the key to long-term sustainability initiatives.

Why it matters

Sustainability-centred thinking and regenerative design will be crucial for brands to thrive in a consumer landscape increasingly concerned with the welfare of the planet and the impact of brands on the environment and climate.

Regenerative brands fix...