How brands can get sustainability right in the decade of purpose

The role of brands is changing. Consumers now demand their brands deliver a positive impact in their lives and the world they live in. Brands recognised for high commitment to purpose have grown brand value twice the average with +212% brand growth. As we embark on a decade with a ‘new normal’ where environmental crises have changed everything from the way we think to the way we act, Kantar’s Anne Rayner and Amy Fridlund discuss the role of brands in sustainability – one of the issues you’ve told us your most passionate about.

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