In 2020, PR professionals will see the further evolution of the “woke” and informed consumer.
They are reading more labels (food and otherwise), unearthing the journey their products make from plant/farm to store/table and appreciate transparency within every step of the knowledge-hunting process. Consumers do not expect companies to be perfect (yet), but they must be on the road to improvement.
Sustainability: Brands first, then consumers
Take, for instance, JetBlue’s pledge to become the first carbon-neutral U.S.-based airline. Company officials have mapped out their road to this pledge, being transparent that they’ve contributed to this major issue for the industry, but they are working to remedy the issue.