The Greta effect puts pressure on brands

From the climate crisis to plastics pollution, people everywhere are increasingly concerned about the environment, and marketers need to have a response in 2020 to the growth of “conscious consumerism”.

Over the past year, the work of campaigners such as Greta Thunberg, and the Extinction Rebellion movement in the UK, has pushed the environment up the agenda and brands are taking note.

Eighty four percent of respondents to a survey for WARC’s Marketer’s Toolkit 2020 said conscious consumerism and sustainability would have significant or some impact on marketing strategies in the year ahead; and more than 75% agreed that brands need to take a stand on social issues.

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