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Pernod Ricard Boss Says Consumers Can See When CSR Is Not Genuine

Speaking to "Marketing Week" to promote The Venture, Chivas whisky's $1m competition for social enterprises, the wine and spirit maker's chief executive Alexandre Ricard claimed today's consumers will reveal any lack of authenticity in corporate social responsibility. Brands that are not "true to themselves" in CSR activities will be found out quickly by consumers -- particularly Millennials, who are "information-savvy" and determined to learn about the products they consume

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