Ethical Marketing and The New Consumer
What was once just the desire of a few has now become a massmovement. The everyday shopper may still be searching out the valueitems but now they are also questioning the ethics of products andbrands. Ethical products are increasing in sales year on year andthose brands that have ignored it as a value are paying in reducedsales.
Empowered, the new consumer is using the pound in their pocketto make a point not just a purchase.
But ethical marketing isn’t just about environmentalism,it’s far bigger than that. This book challenges a lot ofconventional thinking and introduces you to a wider range of ethicsand the many types of ethical consumers.
As a brand manager or producer, it’ll give you usefultools to help you understand your Key Ethical Values. How to marketand sell them.
It’ll blow away a few myths and probably surprise you witha few new facts and statistics. It looks at the positive andnegative sides of big brands. And how to avoid greenwash,ethicalwash and becoming a victim of Brand Terrorism.
A must for anyone in the eco-ethical market or who wants toenter it. An essential guide to understanding the new consumer andwhy they buy, what they buy and what they don’t.
The book comes with a support website–www.ecoethicalmarketing.info – to allow comment,feedback, links and brands to publish their own case studies.