When I think about the traits that I value in a friend kindness, trustworthiness and honesty always come to the top of my mind. When I think about what I value in businesses that list of traits doesn't change much, transparency, reliability and a genuine effort to do good are still at the top. I know that the businesses that provide me with the everyday goods and services that I need are not my friends, but I really wish that they could be a bit more "friendly".
I would love to see a future where we can trust what companies are telling consumers, and where the businesses which are transparent about their suppliers and sustainability practices aren't villainized. It's hard