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Consumers are becoming ‘greener’ in their purchase considerations. Various data shows Millennials are leading the way, with Gen Z swiftly following and Gen X, Baby Boomers, even the Silent Generation displaying significant engagement.

What is a brand? It’s more than a mark, a logo, icon, or business name in a unique font. As impressive as that logo may look, it isn’t the “brand” in the true sense—and it certainly isn’t what makes the brand valuable.