Mareike Zollner

Transparency is the value most demanded by consumers, and it can be fundamental to driving purchases and loyalty. Learn why brands need to prioritize consumer values, like authenticity, to adapt to modern consumer sentiment to achieve success.

Speak up – Brands that take a stand

May 05, 2021

6-minute read

Mareike ZollnerTom BuyckxDenise Scheel

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Consumers are looking for brands that speak about important social challenges. Millennials and Gen Z especially, have high expectations about the authenticity of brands and their purpose.

In the latest Open Perspectives Unplugged session, travel experts Remona von der Zon, Sustainability and Reporting Manager at KLM, Jerôme de la Chambre, Sustainability Manager at Landal GreenParks and Microsoft’s Digital Advisor for Travel and Hospitality Alejandra Attal explored “Sustainable Travel - the Future of Tourism”.

Creating a more inclusive brand requires more commitment than an advertising campaign. The onus is firmly placed on companies to drive inclusivity throughout the entirety of their business, from hiring practices and workplace culture, through to how we communicate with our consumers and our communities.