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Environmental, Social, and Governance (ESG) considerations in today's global market are increasingly important for businesses. ESG focuses on a company's commitment to sustainable practices, social responsibility, and corporate governance.

The lines between analog and digital activation are blurring with the increasingly interconnected customer experience physical and digital touchpoints. While customers stroll through a brick-and-mortar store and read point-of-sale material, they could be simultaneously comparing prices and checking reviews on their mobile phones. For customers, there is little regard for the medium through which the brand delivers the experience.