In 2016, trying to change things for the better is becoming a more mainstream priority.
Facebook founder, Mark Zuckerberg, and his wife, Dr. Priscilla Chan, underlined
this with their pledge to donate most of their wealth to improve lives in an open letter
to their newborn. Living in a conflict-ridden world, not just billionaires, multinationals,
journalists and models, but individual consumers too want to enrich lives and preserve
the earth’s natural resources. Younger consumers in particular are seen as being
at the helm of a crusade to embrace social causes. Consumer expectations regarding
corporate environmental issues are growing; Millennials especially, with recent
greenwashing scandals in mind, want brands they buy to behave responsibly.