The Body Shop shouldn’t have failed in an age when consumers want activism from their brands. What happened?
- Written by: Zoe Lee, Reader (Associate Professor) in Marketing, Cardiff University
Ian Forsyth/GettyWe are in an era of brand activism and conscious consumerism. More than 70% of consumers expect brands to publicly stand for sociopolitical issues.
And more than half of Australians consider sustainability an important purchasing criterion. Experts also predict a major shift in consumer attitudes with sustainability evolving from a...