The best way to prepare your company’s future is to actively shape it, and marketers have a key role to play in that. What makes a brand fit for the future? Conscious business involves taking responsibility for the consequences of your behaviour in the world by behaving ethically. An example is Unilever’s Sustainable Living Plan, which shows how, if you align the focus of your business with sustainability, it will show up in your results.   Fashion too – and even fast fashion – has cottoned on to the importance of conscious business. The H&M Foundation, for example, has a mission to drive long-lasting positive change and improve living conditions by investing in people, communities and innovative ideas, and Clevercare by Stella McCartney reminds people to think of the environment when caring for their clothes. The flipside of this are tech brands such as Facebook and Apple, where a lack of transparency suggests to consumers that the companies have something to hide, and leads to mis...

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