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The Times

The Body Shop shouldn’t have failed in an age when consumers want activism from their brands. What happened?

  • Written by Zoe Lee, Reader (Associate Professor) in Marketing, Cardiff University
The Body Shop shouldn’t have failed in an age when consumers want activism from their brands. What happened?Ian Forsyth/Getty

We are in an era of brand activism and conscious consumerism. More than 70% of consumers expect brands to publicly stand for sociopolitical issues.

And more than half of Australians consider sustainability an important purchasing criterion. Experts also predict a major shift in consumer attitudes with sustainability evolving from a...

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