The customer isn’t always right
Thanos Belalidis was another highlight for me – speaking about people’s contradictory expectations in the wake of Greece’s economic crisis. On the one hand, they didn’t trust big brands and organisations; on the other they expected them to step in and help as the government failed. It starts with listening – but it’s also about a clear, credible demonstration of care. Striking the right balance every time is tough, but there’s a clear role and expectation that brands must step up, act with conviction and make a difference to the communities they work in.
It was a brilliant conference at a crucial time; a time when the world needs brands to have a purpose and stand for something. I’ve spent most of my career talking about the relationship between brand and sustainability in its broadest sense, and it’s brilliant to see the momentum that a movement like Sustainable Brands can create. So, ask yourselves, what more can your brand do to make a difference?
A big thanks to the Sustainable Brands team for being such generous hosts. You can find out more about who I heard from at the conference on Twitter.
Also, find out about some upcoming events we have in the works here.