Beyond stereotype to the invisible conscious consumer
As conscious consumerism takes hold around the globe, many companies are developing innovative ways to meet a growing demand for fairer, safer and greener products. However, in the race towards winning over the conscious consumer, some critical considerations are being overlooked.
The groundswell of conscious consumerism has been well documented over the past few years as consumers look to products and brands that reflect their own ethical and social standpoints. Last year an Accenture survey of almost 9,000 consumers in 20 markets around the world found that 61% of respondents had been making more environmentally friendly, sustainable or ethical purchases since the start of the pandemic. Nine out of 10 claimed they would continue doing so. As information becomes more accessible and as the impact of industry on natural resources is more keenly felt, the once far-off global concerns about issues such as air pollution, harmful food additives and even unfair labour practices have...
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