In instances where new consumer lifestyle brands have been introduced into the retail market scene, consumers now expect the usual corporate story associated with such an event. Consumers expect marketing campaigns which would solely concentrate on current trends, celebrities, or innovative material designs aimed at widening profit margins. The typical business strategy tends to view a purchase as a mere business transaction, which seeks to satisfy the needs of the individual consumer without considering any social and economic issues prevailing outside the mall.
However, a totally new form of the corporation turns all this upside down by making shopping not merely an activity but a socially responsible one. In today’s competitive world, sustainability as part of a successful brand is not just about the development of the product itself but the connection between profit and public well-being.
