A decade ago 91% of consumers thought the way a company behaves towards its customers and communities is influential when considering a purchase. Ten years later, that percentages has only increased. A panel fronted by Keith Weed, Unilever’s former CMO, and Stephen Woodford, CEO of the Advertising Association, explored the different steps brand should undertake to stay true to CSR while avoid ‘greenwashing’ and accusations of being inauthentic.
