Green, greener, greenest seems to be the marketing communication credo these days. Not to mention ‘inclusive’, ‘transparent’ and in general, ‘social’. What's behind all that?
‘In a nutshell, Millennials, and the younger Gen Z group and their views on climate change, amongst other things. They are also described as values-driven consumers. That is, consumers who will not buy from brands that do not align with their values. Whether social, political, moral or environmental - issues that matter to consumers must now stand on enterprise agendas. I call it stakeholder capitalism.
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