Robin Phillips, General Manager, The Vantage.You’ve heard before that sustainability is fundamental to business growth, we are at a critical point in time and even marketing can play its part.
This continues to be true, and the widespread adoption of sustainable marketing that we are seeing is set to profoundly and permanently transform the Middle East’s industry.
Fundamentally, the goal is to shift a change in consumer behaviour towards more responsible consumption and deeper, values-aligned brand connections. This, in turn, drives significant industry-wide shifts.
Firstly, it accelerates product and supply chain innovation. The demand for sustainable products necessitates eco-friendly materials, ethical sourcing, and the im
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