A social change has taken place and is being reflected in the buying behavior of customers. Today’s hot societal issues are climate change, sustainability, equality, and diversity. Companies that ignore or even resist these topics are being met with opposition. A purchasing decision is often determined by
the product quality and transparency of the value chain,
the credibility, and
the environmental and social responsibility
of a company and thus its entire corporate philosophy. Against the backdrop of this transformation, the customer journey needs to be rethought.
Purpose and attitude
When it comes to customers deciding on a product, brand, or ...