Honesty is the best policy, marketers say

05/6/2013 | StarPhoenix (Saskatoon, Saskatchewan), The

Consumers are increasingly able to spot brands' attempts to obfuscate their environmental impact, experts say. It's better to be upfront about your footprint and then try to authentically align corporate behavior with customer beliefs. "People want to do business with companies that believe what they believe," says marketer Ujwal Arkalgud. "Brands that are honest about who they are will get a competitive advantage."

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StarPhoenix (Saskatoon, Saskatchewan), The

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