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No brand wants to tell the world that it’s falling behind on its sustainability progress, that its program didn’t work out as intended, that its new refillable option never took off, or that the carbon offsets it paid for were actually a scam.
But that’s exactly the kind of information that people want companies to be honest about.
A new Adweek-Morning Consult survey shows roughly three-quarters of Americans think it’s important for brands to regularly update the public on their progress toward sustainability goals, regardless of whether the news is good or bad.