When this occurs, they would find it extraordinarily difficult to place off the wildfire. Worse, they could possibly be facing outright investigations, which may end up with them paying the ultimate value of prompt closure. On the opposite hand, the emergence of sturdy shopper activism paves the street for green brands in all places to make a dent in the markets. For example, Ikea is already capitalizing on its green credentials, as do others like Patagonia and Keurig.

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