One: How Smart Business Drives an Ethical Brand

David Tiltman

One of the best-received sessions at AdAsia in New Delhi was, curiously enough, about a small brand from the UK. Duncan Goose, founder of a brand called One, used a session on Conscious Capitalism to describe the story and the strategy behind the company.

Goose, a former business development executive at JWT in London, set up a company called Global Ethics at the beginning of the last decade. The company exists to make money and then to give it away; it takes the principles of marketing and feeds the profits back into various good causes.

The brand the company runs to achieve this aim is called One. Behind it, Goose told the AdAsia audience, were some clear consumer trends. He cited two insights from recent Mintel research:

  • Consumers think environmental and ethical issues are important but won't go out of their way to address them or make sacrifices for them.
  • Consumers will buy brands that they know will act morally on their behalf.