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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