As consumers become increasingly conscious of the cost of fast fashion, their plastic consumption and the looming threat of climate change, they are looking for brands to take a stand and show some leadership.
Whether it is enhancing the transparency of their supply chains, committing to sustainable production or dramatically reducing their reliance on single-use plastic, businesses which fail to deliver for today’s conscious consumer are risking the long-term health of their brand.
In the short term, if problems occur in the supply chain it is marketers who will be on the frontline of the backlash and tasked with attempting to rebuild brand trust, so there is growing need for a closer relationship between the two.
Some brands have attempted to position themselves as leaders on supply chain traceability. Iceland put transparency on the festive agenda in 2018 when its Christmas ad, a 90-second film exploring the impact the palm oil trade has on the life of an animated orangutan, was banned by Clearcast for breaching political advertising rules.
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