The concept of ‘conscientious consumerism’ is by no means new, but over recent years, we’ve seen a gradual acceptance that brands – and consumers – have an increased responsibility to the world and societies around us. A strategic shift to more ‘purpose-led’ marketing feels inherently right, but it is not without its challenges in the industry.
Maligned by its critics as vague, confusing, misunderstood, or merely as hollow rhetoric, there exists a healthy degree of scepticism amongst consumers, shoppers and businesses themselves. So, during the most challenging time that most (if not all) marketers will have faced in their careers,...