Ethical Marketing and The New Consumer

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Wiley, Jan 19, 2010 - Business & Economics - 288 pages
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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.

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About the author (2010)

Chris Arnold is founder and Creative Partner of CreativeOrchestra, the world’s first independent creativedepartment, Social Enterprise ad agency and talent incubator.
A former board member and a Creative Director of Saatchi &Saatchi, Chris has worked in the advertising industry for over20 years.
He has also been a founder of several other agencies; Symple,Barradale Leagas Arnold Campbell (BLAC) and FEEL.
A champion of ethics, he writes the ethical marketing blog on BrandRepublic and has written for numerous publications, including theFT, Creative Review, Third Sector and Brand Strategy magazine. Healso writes the ecoSuperMan Twitter.
He runs workshops and lectures around the world on creativity,opening minds and numerous marketing subjects, including ethicalmarketing. He’s also done many TV appearances advising onmarketing, including a recent BBC programme on disgustingfoods.
Chris has been a board member of the DMA, Europe’s largestmarketing trade body, and was former chair of the DMA AgenciesCouncil and the Creative Council.

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