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...