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Accenture’s Michelle Grujin says there has been a “shift” towards “more ethical choices” when it comes to how consumers decide which products they will purchase. “Brands really have to take responsibility for not just getting the product into the market but doing that in an ethical and sustainable way,” she told Sky News. “Consumers have certainly indicated that there is a shift towards more ethical choices in how they consume and how they make those choices”. Ms Grujin said 82 per cent of consumers were likely to make purchases from brands that were aligned to their value system. “Sixty-two per cent of those are certainly going to be buying more environmentally friendly products into the future,” she said. “So I think it’s absolutely being driven by consumers but backed up by brands.”

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