Matthias Braun

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Matthias Braun is Principal at rpc - The Retail Performance Company GmbH. He is a pioneer in the investigation, development and implementation of digital and sustainable strategies and innovations in retail. In doing so, he places a particular focus on the customer experience, as he believes that only the most customer-centric organizations will survive in the fierce competition for customers.

Jef Teugels

Mar 06 2023

From greenwashing to true sustainability (II/II): addressing retail sustainability issues head-on

Illuminem Voices

Greenwashing · Corporate Sustainability

Sustainability is a watchword in all fields of business, but the retail sector has its own set of difficulties in this area. Even though the retail industry has substantial environmental and social implications, several retailers have made achievements in promoting sustainability in recent years. Additionally, there is rising worry about greenwashing, in which businesses overstate or misrepresent their sustainability initiatives to win over customers. This can muddy the waters and damage relationships between companies and their customers.