Ethical Consumerism – has its time come?
Have we seen the end of ‘organic’/’fair trade’/’single origin’?
Some (cynical) marketers say that lower sales in brands that market themselves as ‘ethical’ implies that consumers are not all that concerned about making sacrifices for the sake of buying ethically. Julie Irwin argues that there are many indicators that show exactly how, and to what extent, ethical considerations affect buying behaviour… and how marketers should approach the topic.
Well worth reading this insightful article on Harvard Business Review.