Sustainability

Study identifies harmful paradox behind well-meaning green efforts

Consumers reward visible eco-friendly additions such as reusable bottles, but give little credit to businesses that reduce or remove products.

African consumers want ethical, responsible choices. Therefore, brand growth hinges on making sustainable choices affordable and relevant.

If influencers neglect environmental sustainability considerations in their unboxing videos, consumers won’t see it as a priority.

Latest Chocolate Scorecard reveals uneven progress and gaps in retailer accountability and transparency in cocoa sustainability.

Scepticism caused by greenwashing doesn’t promote further fact-checking. Instead, consumers disengage from all product-sustainability claims.

But global insights company Kantar believes now is not the time for brands to dial back on their sustainability marketing efforts.

Playbook acknowledges the power of fashion’s marketing engine and the role it plays in shaping desire, aspiration and consumption.

With consumers increasingly expecting advertisers to push for enhanced sustainability, it’s clear the two forces must find common ground.

Putting a higher price tag on certain unsustainable items doesn’t necessarily discourage purchase. In fact, the opposite may apply.

A brewing company in Central America is collecting its discarded bottles to help regenerate coral reefs damaged by human activity.