The tide is clearly turning for businesses and brands as consumers and employees flex their enormous power - to influence brands, and increasingly make a difference in how brands and businesses make decisions.
Among many well documented reports, a recent PWC study looked at the changing expectations of consumers and employees on the topics of sustainability and social responsibility. The results showed a higher than expected percentage of respondents aren’t waiting for Government to drive change through legislation. In fact, 83% of respondents believe that businesses should take the lead on creating ethical, sustainable and socially conscious products, supply chains and workplaces.
Increasingly, consumers are voting with their wallet, with 76% of consumers saying they will discontinue relations with companies that treat employees, communities and the environment poorly.
Innovative grass roots solutions being created daily, tackling complex problems like plastic pollution, overproduction and waste, and racism. There is already a large swell of businesses - from startups to established brands - who know what better looks like.
Whereas eco-friendly and socially conscious products were once considered niche, available only at a premium, brands are now looking to create sustainable, circular and ethical products and services that outperform their predecessors.
“WE HAVE INDUSTRIAL DESIGNERS LIKE RIK OLTHUIS DESIGNING BIODEGRADABLE SHOES, WORLD-LEADING MYCO-CYLING WASTE INNOVATORS WHO MET WHILE SEWING, AND WINE MAKERS AND ARCHITECTS APPLYING THEIR SKILLS WITH MATERIALS AND CHEMISTRY TO CREATE 100% COMPOSTABLE CLING WRAP.”
We launched The Circle Awards in 2021 and with a judging criteria that looks at impact no matter your size or budget, The Circle Awards highlighted that change drivers are everywhere.
The 2022 Circle Awards are closing soon. If you are one or you know of a business making a difference - let them know what it means to you. And maybe suggest they enter The Circle Awards. Entries for The Circle Awards AUS & NZ 2022. But be quick as they close 20 September.
Look for brands that are transparent with their carbon footprint, how they achieve their sustainability claims and research any accreditation. Our role as informed consumers is to make clear to businesses that they need to operate in a way that people, planet and economies all thrive, together. Champion the leaders, the innovators and the change agents. Celebrating examples for others to follow and learn from adds to this momentum.