Responsible Consumer Innovation
Sustainability, inclusivity and brand trust are influencing the buying behaviour of consumers across multiple sectors.
Shifts in consumer preference and societal change are among the factors driving these trends. In addition, new market entrants whose primary messaging is based on these issues often use digital media to grab consumer attention and market share.
We have a responsibility, as leaders in product innovation, to build sustainability, inclusivity, and trust into our product development approach.
This paper proposes an approach to incorporating societal criteria into the innovation process across all developments, not by exception, or limited to niche ethical brands. This is based on established best practice and practical experience.