By Rahul Sachitanand
For years, brands have preached the sustainability mantra, but have also limited their reach by zealously focusing on only a narrow audience with their messaging about being green, energy-friendly and good for health. However, this approach may limit the appeal of these brands to a wider audience which isn’t invested in this overt wokeness, Gulshan Singh, national planning director of FCB Interface, argued during a Spikes Asia X Campaign presentation Thursday.
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