The alleged big oil greenwashing campaign reportedly supported by their marketing agency, emphasises the detrimental impact of deceptive practices on genuine sustainability efforts. Committed to transparency and authenticity, The Brand Strategy advocates for a paradigm shift in the brand industry, prioritising real, impactful sustainability goals over superficial measures, and empowering consumers to be agents of change through informed choices.

Growing consumer interest in sustainability has seen sustainable products outpacing conventional ones in consumer-packaged goods categories. However, deceptive practices like greenwashing, risk eroding brand trust and loyalty, with studies showing declining customer satisfaction and potential sales loss. Genuine sustainability efforts, rooted in transparency and encompassing social and economic considerations, not only build brand authenticity but also foster lasting emotional connections with consumers.

The future of the loyalty scheme is here

How does the Travel Industry innovate from here?