Insights

Sustainability has become a central part of brand identity in the FMCG industry. However, as the industry keeps discussing it, the tone and message are losing their effectiveness. Today, many consumers and media outlets are tuning out. Not because they don’t care, but because they’ve heard it all before. The story has changed, so the messaging needs to change too.

Real growth starts with real people. That was the underlying theme at our annual Comprend day held in Stockholm at the end of last month. It was a timely reminder that although we live in a world where data and technology are reshaping everything, and growth is often measured in numbers – the true, lasting drivers of brand growth are people.