GLOBAL - Being environmentally-friendly is now the most important brand value overall to consumers around the world, according to a new survey of more than 15,000 people in 16 countries.
The Global Consumer Barometer Study by market research company Toluna also found that 85 per cent of people believe that brands should be accountable to their customers.
Toluna found that environmental issues were the most important to consumers overall - rated as key by 51 per cent - ahead of even value, at 45 per cent, and customer service, at 44 per cent.
