Shoppers are expected to take social and environmental issues more seriously, rewarding businesses that use their profits for good post-pandemic, according to Euromonitor International’s latest report identifying the top 10 global consumer trends of 2021.
Brands that ‘rebuild a greener and more equitable world’ could gain not only a competitive advantage but also ‘the necessary social licence, or trust of society, to operate’, the report says.
The market researcher expects more businesses will reposition from a pure-profit strategy to join the purpose-driven movement this year, a move it claims will improve ‘business resilience, brand reputation and financial value’.
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