Vital tactics and strategies for marketers who want to connect with the ethical values of consumers
Consumers today face more ethical buying decisions than ever before. Particularly those consumers who feel strongly about the environment often treat buying green as an ethical and moral imperative. Empowered, informed, and willing to make a political point with their dollars, these consumers are calling the shots. Brands need to pay attention and learn to market to them. Ethical Marketing and the New Consumer explores and explains the various types of consumers and mindsets and presents techniques and channels to the ethical consumer market. The author identifies 50 ethical values that matter to consumers and uses case studies to show how great brands are winning over ethical consumers–or losing them.
Chris Arnold (London, UK) is founder and Creative Partner at FEEL, the UK's leading specialist agency in the art of ethical marketing. He was previously a creative director at Saatchi & Saatchi and has worked at a number of other top ad agencies.