From the editor: Waste not, want not

Colin Grimshaw

In his monthly editorial, Colin Grimshaw notes that the consumer trend for buying "sustainable" goods and services is likely to outlast the economic recovery.

From the editor: Waste not, want not

Colin Grimshaw

The global economic crisis has impacted on brands and consumers, and their interrelationships, in many ways. Notably, it has engendered mistrust among consumers – of financial services, and big business generally.

Brand loyalty has been diminished as hard-pressed consumers look for the cheapest deal. Another aspect of the post-recession era has been a more pragmatic, even selfish, attitude towards the issue of environmentalism.

Understandably, consumers see their real salaries, property values and savings eroding and are more concerned with their wallets than saving the planet. Similarly, brand owners are preoccupied with...

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