While innovation remains essential for brands, the definition of innovation is moving away from focusing on continuous product launches to incorporating genuine advancements in environmental and social practices, for example, sustainable manufacturing production, materials and techniques. Nowadays the significance of authenticity has moved from being centred on a brand’s compelling story or niche positioning to being about the strength of a company’s sustainable operations internally and across its entire supply chain. I think this evolution underlines the importance of sustainability and ethical considerations in modern business strategies. What do you think?