Consumer 2021: How to better serve the new ethically aware consumer


As consumers increasingly turn to retailers that align with their social, political and ethical values, how should brands be reacting to this sea change in attitude?

The coronavirus pandemic has proved a litmus test for corporate social responsibility.

When governments ordered the lockdown of large parts of society in March, it gave businesses the chance to demonstrate that they served a greater purpose than pure profit generation. 

The vast majority of retailers passed the test. While the likes of Inditex and H&M won praise for giving over their supply chains and manufacturing arms to the production of personal protective equipment for frontline medical staff, food-to-go brands such as Leon and Pret got to work delivering surplus food to NHS workers.

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