Smart brands enlist to fight the war on waste

A large majority of UK consumers say they are concerned about environmental issues. Where this translates most strongly into action is in the ‘war on waste’.

Smart brands enlist to fight the war on waste

Melanie Howard

Consumers are increasingly concerned about the environment, and sustainability is becoming the mantra for brand longevity, says Melanie Howard

CHANCES AREthat you are one of the large majority of the UK population who would agree with one of the Future Foundation's longest-running proprietary survey questions: ‘I am personally concerned to do what I can to help the environment'. As we have responses to this statement going back more than 25 years, during which time the proportion agreeing has more than doubled, we can predict with some confidence...

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