This article is part of a Spotlight series on conscious consumerism in Southeast Asia. Read more
Competing in the dynamic retail landscape requires businesses to communicate a brand purpose that connects with their target markets in a relevant way. Today, commitment to sustainability is a purpose that resonates with consumers who claim to purchase brands that reflect their values.
Surveys by Ipsosshow that consumer consciousness towards sustainability is not confined to a few. On average, 70% globally said they were more worried about the environment compared with the previous year, and 72% agreed that if ordinary people...