Consumers seem to be moving away from brand purpose, according to a new study from WPP Media. In Europe, it reckons, the forces are different but the results are similar with consumers and marketers alike growing wary of greenwashing. “While still optimistic about the world in 2030, our respondents’ optimism is now tempered with a little more pragmatism,” added WPP Media. View this post on Instagram A post shared by B&T (@bandtaustralia)In 2020, more than three-fifths of the experts WPP Media consulted though that the environmental impact of consumption would be as important as price in consumers’ decision making for goods and services. And not just for traditional media publishers, but also for retail, transit, and other sectors that are moving into the space.”Which is heartening, at least to some extent.