O TrendWatching apresenta varios exemplos de empresas que sacrificaram suas praticas e ate parte do lucro em troca de um bem maior -- maior responsabilidade ambiental, atencao as regras trabalhistas, defesa de causas sociais, etc.Essas empresas deram um passo dificil, mas as acoes sao inspiradoras e podem render grandes dividendos a medio ou longo prazo.BRAND SACRIFICEOne powerful question for brands to answer in 2015: what are you prepared to SACRIFICE? Consumers don't want to make the world a better place.They want brands to do that for them ;)Okay, that's a simplification of a complex issue.But when it comes to making the world a better place, many consumers are setting a more stringent standard for brands than they are for themselves.And let's face it, given decades of unethical operations, rampant pollution, disinformation and more, brands deserve it. After all, many brands have worked extremely hard to create many of the behaviors and lifestyle choices that well-meaning consumers are now finding so hard to change.In a global survey of 30,000 consumers, 72% of people said that business is failing to take care of the planet and society as a whole.Accenture & Havas Media, June 2014What are you prepared to SACRIFICE?The powerful question consumers will be asking brands in 2015.The situation now? Endless brand sustainability initiatives and CSR-speak; endless consumer skepticism.The only meaningful path left for brands is to stop talking and act. One powerful form of action that will rise to the top of the consumer agenda in 2015? Real, constructive, painful SACRIFICES.Because the message from many of these consumers will be 'do as I say, not as I do'.Sounds unfair? Who said consumers had to be fair?Still, if you take some time to understand the epic force driving this trend, you'll understand why consumers are acting this way...In the pursuit of the nirvana that is GUILT-FREE CONSUMPTION, consumers are looking for brands to make SACRIFICES (so they don't have to).WHY?SACRIFICES aren't easy.In fact, they're downright painful!We know plenty of consumers agree that it would be good for the planet if we all flew a little less. But how many consumers are really stopping flying? (How many flights have you SACRIFICED this year? ;)The US Department of Transportation reported domestic routes were 87.4% full in June 2014 a new monthly record, while the IATA reported global passenger demand had increased 5.9% in the year to date vs. the comparable period in 2013.Because while some consumers are actively making SACRIFICES of their own, many more crave a new kind of consumption: one that allows continued indulgence without guilt over negative impacts on SELF, SOCIETY or the PLANET.The easiest and most desirable way for consumers to assuage (or obliterate!) their guilt?For brands to make visible, meaningful and constructive SACRIFICES: of products, processes, attention and opportunities.FEATURED INNOVATIONSSACRIFICING for the SELFSee how these brands and businesses are SACRIFICING to reduce negative impacts on consumer wellbeing. FEATURED INNOVATIONS: SACRIFICING for the SELFCVSUS drugstore chain stops selling tobacco productsAs of September 2014, US drugstore chain CVS pulled cigarettes and tobacco-related products from all its stores. Predicting that the decision will