How sustainability became big business for consumer brands
This article by Judith Evans and Camilla Hodgson appeared on November 26, 2020 in the Financial Times.
Transparency as a defining brand characteristic is having an increased impact on marketing communications as the expectations for sustainability and eco-friendly products continues to rise.
Companies that ignore the transparency trend risk losing customer confidence and market share.
In fiercely competitive industries, eco-friendly credentials have become key to attracting the attention of consumers worried about the future of the planet. But the proliferation of the huge range of green and eco-friendly goods has also worried regulators and prompted questions about whether sustainability claims are always truthful or clear to consumers.
Provenance Project empowers businesses to build brand value with supply chain and impact transparency by helping corporate leaders understand and build plans through its Transparency Programs for Brands.
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Merian Ventures portfolio company Provenance is associated with the above feature. Merian Ventures is a venture firm founded by Alexsis de Raadt St. James that invests in women-founded and co-founded tech innovation in the US and UK.