After around 35 000 consumer interviews and more than 900 brand assessments in 5 countries, the results for the 2018 Sustainable Brand Index are almost here. What prevailed in 2017 and what will 2018 bring?
The conclusion of COP23 in Bonn this November left us with several uncertainties. The main goal was for member states to agree on a rulebook concerning the technical steps for a successful implementation process of the Paris Agreement.
In the preparations for Sustainable Brand Index 2018, we have interviewed a number of our customers to get a clearer picture of what areas we need to improve. Based on this, and our reflections, we have landed in the insight that we need to change the following:
The generation called Millennials is defined differently depending on who you ask. We have chosen to define them as people aged 16-26 years old. Generation Z consists of young people born after the Millennium. So they are today aged 17 and younger.
It is easy to assume that ”all young people are the same”. Often, companies tend just to think that people under 30 are full of themselves and unwilling to work hard. It could, of course, be true in some cases and for certain generations.