Do we need a new way to calculate brand value in the age of the conscious consumer?
With growing concern about climate change, plastic waste firmly in the mainstream and the full impact of COVID 19 yet to become apparent, the 2020s are set to be a decade of conscious consumerism as people seek to minimise negative impact on the planet through their purchasing decisions.
As a result, businesses are having to think more carefully about how customers are making their purchasing decisions and ensure their marketing strategies and tactics reflect these changes.
In our latest article for The Drum, Fiona Beauchamp, Activation Director at Bray Leino, discusses how brands will need to shift from the value equation to the ethical equation when looking to influence the way we shop. Read the article.