Recent litigation and regulatory action against Colgate's Tom's of Maine, P&G's Native products, and Burt's Bees are just some examples of how beauty and personal care companies can struggle to navigate the challenging space of...
We spoke to Raphael Bemporad co-founder of BBMG, a consultancy specialized in green brand strategies, who lifts the lid on the importance of tapping into 'aspirational' consumers as a means of getting the right message out effectively.
Companies looking to target ethical consumers with sustainability claims need to take a holistic approach, according to Darrin C Duber-Smith, president of strategic planning firm Green Marketing Inc.