Ethical claims need solid foundations

Brands with a commitment to social causes certainly stand to gain a great deal from loyal, affluent consumers who share the same mindset (MW last week) but simply labelling these tactics as “ethical” is misplaced and misleading.

We need to move towards recognising “not-just-for-profit” brands those that have spotted the potential in making profit not only from effective services and attractive products but also from the strengths of their core beliefs and values.

These are brands that not only have a positive societal purpose as part of their DNA, but are also focused on making a profit, just like any other enterprise.

It’s not enough for brands to “reach people with messages about ethical issues” in order to make money from customers.

Consumers who are dedicated to social causes such as organic, Fairtrade and carbon neutral want to know that the products and brands they support are as serious about these causes as they are.

Companies will soon be caught out if they simply apply the ethical tag and don’t back it up with real commitment. It’s the brands that can show heart as well as head in this matter that will really be able to ride the crest of the social wave.

Steven Dodds, planning partner, United

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here