It is clear that consumers are increasingly looking for better-sourced products. There is a significant rise in brands doing good. But the question is: ‘What is good?’ and ‘How do you know they are actually doing good?’ In the end, it all seems to come down to fundamental consumer and brand values; Key values that are different for all of us and for all these individual brands and companies that aim to do business with respect to the people involved and the environment.

more to come…