For today’s consumers, sustainability is an expectation rather than a luxury, according to PA Consulting’s latest Brand Impact Index. In other words, companies that haven’t invested in minimizing their brands’ impact on the environment are at risk of being left behind. “But it’s ok to get it wrong sometimes too,” notes PA’s personalization and consumer expert, Rhea Patten, in this episode of HBW Insight’s Over the Counter podcast. And maybe for smaller brands, being a staller rather than a shaper may also make strategic, short-term sense, as long as consumers can understand that sustainability is their long-term goal. Don’t mis the first part of this interview with Patten, in which we discussed, among other things, what “vibes” are and how understanding this aspect of “consumer centricity” better can help consumer health companies grow their brands. Timestamps 2:00 – Do consumers still want sustainable brands? 8:00 – Will consumers forgive sustainability missteps? 10:00 – Will consumers pay more for sustainable brands? 13:00 – Is better to be a sustainability shaper or staller? 15:30 – Final thoughts Guest Bio Rhea Patten is a consumer product expert at PA Consulting, with expertise in health, beauty, and wellness. She has over 20 years’ experience in leading innovation and transformation projects in the consumer products and retail sector. Passionate about bridging physical products with digital experiences, Patten helps leaders deliver solutions that drive business growth. She specializes in accelerating product innovation, with a focus on strategy, customer-centricity, and sustainability.

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