Dr Avadhut Patwardhan, Assistant Professor - Marketing & International Business, K J Somaiya Institute of Management, shared his insights in an article titled 'Brands Practicing Ethical Branding to Meet Consumer Expectations' published in Adgully.

The article discusses the latest trends in consumer behaviour, where consumers demand products that seem to align with their values of sustainability. Dr Avadhut talks about how ethical branding is no longer just a choice but a necessity for brands seeking to build trust. Additionally, he mentions that by prioritising ethics, brands can make a positive societal outcome that would further help strengthen long-term customer relationships.