Brands, You Need To Listen To The Conscious Consumer Of The Future

Brands, You Need To Listen To The Conscious Consumer Of The Future

Share to Linkedin Over the last year, many of us have become much more conscious of the way we shop, consume, and dispose of everyday items. There have been countless catalysts for this groundswell of support for environmentally and socially responsible choices: wildfires ravaging the US and Australia, the voices of Extinction Rebellion and Greta Thunberg, fast fashion giants being exposed for under-paying garment workers, and the pandemic shifting our focus to supporting small, local businesses over big brands. One thing we can be sure of is that most of us are emerging from the COVID-19 pandemic much more conscious as consumers than we were before - as recent research from Kantar discovered. Yet the reality is that changing consumer habits is still only a drop in the ocean. Real change will only come when the world's biggest businesses step up to the plate - but many of the actions they are focused on now are too little, too late. The sustainability state of play It's not that we shouldn't praise companies like IKEA for launching recycling and buy-back schemes, or fast fashion brands like H&M for inventing technologies that make clothing from recycled and recyclable materials. We should -