As consumers are looking for more authentic relationships and transparency with brands they buy, They want to know that businesses are doing their part in making the world a better place via their efforts to support environmentally safe business practices. Brands that incorporate their commitment to the environment into all consumer touchpoints will continue to see success in driving growth. Consumers are spending with brands that have an ethos that is on par with their own. Retail has always been about understanding the customer, but now it’s nothing short of imperative. We’ve spent an eternity saying that shoppers have all the power. Still, today’s consumer is digitally savvy, channel-agnostic and open to exploring the endless reserve of new products being shown to them all day via social media.