Euro RSCG: 'Activist Consumers' Are Watching

Global agency Euro RSCG Worldwide has been publishing research and thought leadership content for years. It is expanding into a new series area, the Consumer Conscience Study. The study's raison d'être is that growing numbers of consumers are "activist consumers," thinking about where products come from and how they themselves can influence policy and corporate behavior with their purchases.

Kate Robertson, Euro RSCG UK group chairman talked about the findings from the first in the series “Blueprint for a Sustainable Brand.” It was released at the 4A’s Transformation Conference in Los Angeles. She warned that brands can no longer assume – and social media obviously is the elephant in the room – that they aren't the subject of close scrutiny. "The tidal wave of the social media revolution is inexorably rolling over us and exposing all—everything will come out, if not today then for sure tomorrow,” she said.