Conscious consumers: Shaping how brands behave

As a consumer researcher I firmly believe that consumers hold the power to shape how brands behave. Although brands are not without some influence in the marketplace, ultimately the balance of power sits with the end user - especially in today’s world where consumers are inundated with choice and information in every category. If brands engage in profiteering or harmful and destructive behaviors then consumers can do one of two things. They can endorse the behavior and ensure it continues by purchasing the brand’s products or services, or they can choose better behaved brands. If enough consumers do the 

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