Guest blog by Melissa Hollis, Marketing Manager, CafeGive Social
Itâs not always easy to figure out what consumers want. Case in point: the same markets that recently pushed Harry Potter-branded chocolate to go fair trade also pressured natural and organic retailers such as Whole Foods to lower their prices. Pulled between their sometimes-conflicting responsibilities to a sustainable earth and sustainable business, brands face a critical question:
How much more are consumers willing to pay for a product that supports a good cause, as opposed to one that doesnât?
This inquiry is at the heart of a new...