Recent Mintel research shows interesting information about what consumers need from our brands today and in the future. They want total transparency, a high set of business ethics and for their brands to run a company where employees are remunerated fairly. Younger consumers are far more focused on collective than individual gain.
According to the research, brands should no longer be seen as competitors, but allies working towards the same ethical goals. Consumers of the future want to know the environmental impact the brand will have on the environment if they buy it and will spot a faker who is just going through the motions. You have to be prepared to ‘walk the walk and talk the talk’ regarding environmentalism and working towards the collective good. They also expect their chosen brands to always do what’s best for the earth, even if it hits the bottom line.