make it easy for consumers to be seen to be ethical Given the findings of the Royal Commission into the banking sector, this is surely the right time to be discussing the importance of ethics in business. This is the fourth in a series of five thoughts addressing ethics in business and, more specifically, in […]

make it easy for consumers to be seen to be ethical Given the findings of the Royal Commission into the banking sector, this is surely the right time to be discussing the importance of ethics in business. This is the fourth in a series of five thoughts addressing ethics in business and, more specifically, in marketing. A study in the United States highlighted how important consumers say ethics are to them and how much they impact on purchase behaviour, as follows: 73% agree or strongly agree that It is important to buy environmentally friendly products 87% believe quality is more important than price 70% are interested in ethical products and claims 85% are interested in misleading product and marketing claims Another, very interesting university study found, however, that: When a purchase was 100% private 30% of consumers selected the ‘ethical option’ When a purchase was public, 70% of consumers select…