Retail can be a powerful mirror that takes the pulse of the people, reflecting the zeitgeist.
Yet while COVID accelerated the digital shift, it hastened another fast-growing trend; purposeful business. Consumers have begun demanding that their purchases create change.
Data also shows how retailers can run campaigns that feature their purpose, rather than promotions, drive sales – and in turn impact – much more than expected. So retailers that authentically and transparently become a ‘force for good’ are building into their brands a resilience and relevance that drives growth.
It’s exciting that retail – and business in general – is on the precipice of a significant shift, bridging worlds between NGOs and retailers, delivering each other value