“Every time you spend money, you’re casting a vote for the kind of world you want”
One of the most important consumer behaviour trends will be about to make a difference and to take responsibility. Just a couple of years ago a company whose focus was not to maximize short-term profits (think Silicon Valley) was declared as naive. In the future it will be the other way around. If your only focus is maximizing profit, you will be lost. You have to carefully balance the opinions of all your stakeholders including customers, shareholders, employees and society at large. ‘Good Karma’ will be a generic feature for future brands and charity, the support of philanthropic or humanitarian causes will reach much bigger proportions.
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