The world’s heightening awareness of our impact on the environment has resulted in an increased sense of personal responsibility. The priorities of individual consumers affect corporate decision-making, and the past decade has seen every
company under the sun communicating its socially responsible development, both locally and globally.
Consumers are demanding sustainable products from responsible companies, and companies are responding. A lot of them are. So many and so quickly, in fact, that people are overloaded with messages- from the proliferation eco-labels, to the naming of reports and campaigns, to the specific messaging- customers are confused.
This crowded landscape has created uncertainty around which claims to trust and how best to make environmentally-friendly and socially-responsible purchases.
by Burson-Marsteller China CEO Chris Deri