The ImproversIt’s the end of influencers, and they will be replaced by Improvers.

Consumers who are shopping for something are overwhelmed by options which are all similar in price and quality. Consumers know about inequality in the world, environmental issues, forced labour etcetera. With this in the back of their heads, consumers will choose a product that lines up with their beliefs. They vote with their wallets on products like they would on a political party.