I think that the word relationship is the key word. And I think viewing these interactions not as transactions, but as relationships, is the key. Brand relationships, like employee relationships, are built on trust. Ultimately, these days, with greater consumer interest in social environmental issues and much greater access to information, the stability of that trust can really turn on a dime.
So for me, the days of greenwashing are behind us. If a company doesn't engage properly and meaningfully with social and environmental issues, they will be called out. We're seeing that happen right now and when it happens, the top line can be hit and brand loyalty can be damaged.