What’s working in sustainability 2021

Global strategies, campaign updates and trends in the sustainability category.
  • Consumers consider caring for the environment to be the most important brand value and the top actions they want brands to take are to create products with less packaging, or with recycled packaging, and offer more affordable eco-friendly alternatives.
  • Consumers are starting to call out greenwashing where brands promote ‘green’ initiatives which are more virtue signalling than impactful, so genuine sustainability represents a huge opportunity for marketing departments to reclaim authority and leadership.
  • Brands should review their e-commerce returns and delivery policies for environmental awareness, such as offering options like ‘bundled’ deliveries to reduce the number of journeys needed by...

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