Responsible prosperity

The latest in our Forward50 trends series.

Sustainability is big business, and brands and consumers are facing tough decisions when it comes to the environmental and social consequences of their habits.

According to research from Edelman, 87% of consumers, globally, believe businesses should place at least as much emphasis on social interests as business ones; "purpose" has increased as a purchase trigger by 26% since 2008.

Marketing products or services with a brazen disregard for their environmental and social impact is not a sustainable strategy. Brands will be forced to change by consumers or government sanctions.

Responsible Prosperity is not about businesses building CSR credentials in isolation, but doing the right thing. The wonderful story behind the Grêle Rosé 2012 wine is one example of this trend.

In July 2012, a violent seven-minute hailstorm wiped out Château de Roquefort’s harvest and could easily have bankrupted the house. Instead, 35 rival growers contributed grapes from their own harvest, which were blended together by Château de Roquefort to create the Grêle 2012 blend: both an inspiring example of mutual support and a great bottle of wine.

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The top 10 brands favoured by Remainers and Brexiters
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1 The top 10 brands favoured by Remainers and Brexiters

Marketers can learn about our divided nation by examining the brands that appeal across the voting referendum voting split, says Emily James, chief strategy officer at Rainey Kelly Campbell Roalfe/Y&R.

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