Trendwatching’s September Trend Briefing will likely evoke some mild controversy. In it they argue, that in the long-run (whatever that is!), brands will not only need to become more conscious of social and environmental issues, they also will need to demand this of their customers. And, in demanding it, their customers will likely end up paying more or working harder to enjoy the product.
The story offers several examples from around the world where demands are being placed on customers to support a brand’s decision to move in this direction.