In earlier articles, I asked whether consumers will back up brands that makes decisions “because it’s the right thing to do” over pure profit motives.
My bet is that these decisions will be rewarded by consumers as it become more normal for companies to make bold pro-health and pro-environmental choices. Here are five recent examples that point positively in that direction.
1. On April 1, Avon announced that it will stop using the antibacterial chemical triclosan in its products “based on the preferences expressed by some of our customers.” This move isn’t that surprising, since triclosan is already on the phase-out list for Proctor & Gamble andJohnson & Johnson. But nonetheless, it’s a statement that some customers’ voices matter enough to stop selling products that other customers might still want to buy.