Consumers—especially the younger ones—are increasingly checking out whether companies have been naughty or nice. And research shows an average of 55 percent of global online consumers are willing to pay more for products and services from companies that are committed to positive social and environmental impact. So, as Kath Dewar writes, it pays to keep it clean.
Browsing: clean slate
Keep it clean, keep ’em keen: why scrubbing up grubby brands makes financial sense