"Today's customers want their dollars to go to companies that will use their money to make the world a better place." That sentence jumped out to me in an October 7, 2019 TIME profile of Rose Marcario, CEO of Patagonia, which donates 1 percent of itssales to environmental groups (Patagonia's sales recently surpassed $1 billion annually). The story highlights a theme that resonates with that of our 2020 Slow Flowers' Floral Insights and Industry Forecast: "Belief-driven buyers choose a brand on the basis of its position on social issues." If you think this is a fringe topic, according to market consultancy Edelman, nearly two in three consumers are belief-driven buyers.
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