The dawn of the ethical brand

Chris Davis and Corrine Moy

Chris Davis and Corinne Moy, from GfK NOP, discuss the rise and relevance of ethical brands. Using research findings from a consumer study covering Europe and USA, they look at the public's view of corporate responsibility campaigns - what makes an ethical brand, consumer scepticism about business, buying ethical brands and the nature of ethical consumers.

The dawn of the ethical brand

Chris Davis and Corrinne Moy

Ethical consumption is perhaps the biggest movement in branding today. While still relatively small, ethical brands are growing at twice the rate of their non-ethical counterparts and show no signs of letting up. More than ever, marketers are realising that corporate social responsibility (CSR) pays dividends in increased brand trust and, ultimately, sales.

The surge in popularity of ethical brands is well documented. But what has changed and why is this happening now? As brands have gained global prominence, they have become more vulnerable to public scrutiny....

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands