By Dr Ross Curran, assistant professor at Edinburgh Business School at Heriot-Watt University Dubai
In recent years, the consumer mindset has begun to evolve and shift towards conscious consumerism. A report by Nielsen that surveyed 30,000 consumers in 60 countries also found that 66 per of consumers were willing to pay more for goods from brands that demonstrated social commitment. Although bringing social responsibility to the top level in communications can inspire current and potential customers, authenticity is the caveat that brands need to focus on.
Many brands are falling into the trap of greenwashing or failing to align their brand’s core values with the social or environme
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