The CEO of FMCG giant Unilever has urged marketers to respond to "consumer activism" by putting a greater emphasis on corporate sustainability.
Speaking at a Marketing Society event, Paul Polman warned that brands are "rapidly losing ground" to digitally-connected consumers, with many firms suffering from social media-driven backlashes over recent years.
"The consumer is often ahead of us," he added. "They are developing markets at an accelerated pace."
(Source: Warc.com)