As conscious consumers become increasingly motivated to make changes through their purchasing habits, brands are trying harder than ever to promote their sustainability efforts and engage with audiences. Brands need to be honest with themselves – are they genuinely committed to dedicating time, effort and potentially profit into delivering against their sustainability commitments? Or are they driven by self-serving motives and leveraging ‘brand purpose’ as a tool to tap into an audience they know value it?When it comes to a brand’s sustainability claims – sincerity is the name of the game....…As conscious consumers become increasingly motivated to make changes through their purchasing habits, brands are trying harder than ever to promote their sustainability efforts and engage with audiences. Brands need to be honest with themselves – are they genuinely committed to dedicating time, effort and potentially profit into delivering against their sustainability commitments? Or are they driven by self-serving motives and leveraging ‘brand purpose’ as a tool to tap into an audience they know value it?When it comes to a brand’s sustainability claims – sincerity is the name of the game....WW…