Abstract
A sustainable future is what every business must aim for if it has any chance of success. Whereas profits are part of this scenario, they are not the only requirement for long term success. This article argues that ideas such as non-transactional customer engagement, and customers becoming co-creators of brand identity and community, are among the emerging consumer roles necessary in ensuring sustainability.
| Original language | English |
|---|---|
| No. | 9 |
| Specialist publication | AIB Review |
| Publication status | Published - 18 Nov 2022 |