24. Sustainability Branding in a Sceptical Age

For consumers, the climate crisis is no longer a theoretical problem that will need to be solved in the future, but rather, it is something that is urgent and happening now. Having seen the swift action from governments around the world in response to the pandemic, consumers are now expecting a similar level of drive in response to the climate crisis. All of this is driving broad shifts in consumer behaviour as the pandemic accelerated shifts around values, with people adopting a much more frugal mindset. This week we look at the role our industry can play as part of the solution.