Ethical consumers under the microscope

Liz Tinlin

Liz Tinlin, director at Added Value UK, explains the recent rapid and important growth in eco-consciousness throughout the world.

Ethical consumers under the microscope

Liz Tinlin

If you had asked a consumer a year ago what a carbon footprint was, they would have probably thought it was something to do with not wiping your feet thoroughly before traipsing through the house.

Not now. There has been a massive change in their environmental perception over the last year and it is increasingly affecting the consumer's behaviour. Ethical consumers have arrived and ignoring them could be very detrimental to your brand.

In this article I explore what ethical consumerism is and how it manifests itself as four distinct territories that we...

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