Sustainability and social responsibility are a growing trend in beauty and retail industry today. Consumers are the ones driving this awareness, supporting untraditional ecommerce models and valuing the stories behind the products they purchase. But is this a trend that is here to stay? What are the biggest challenges facing brands in this space and why aren't more brands seeing more value in investing in sustainable models? When the product price and perceived product quality are equal consumers will be increasingly turning to eco and alternative-use attributes as the deciding purchasing factor. Brands cannot afford to ignore this as they develop their brand positioning and marketing strategies.
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