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Adidas, Budweiser and Abercrombie & Fitch. All three of these major brands made sustainability statements via advertising and marketing over the last couple of weeks. How each initiative was received however says a lot about the thinking that went into the campaigns and, possibly, how deeply sustainability has been embedded within the brand itself.

About a decade ago, just as social media was exploding across the consciousness of major brands, I invited a well-known expert in this young field of social media marketing to speak at a conference I ran at the time.

What Gen Z want from brands is the new Holy Grail for marketers.



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