leverage markets that careThere is much talk these days about ethics, values, and corporate social responsibility – and rightly so. These are increasingly important subjects. This is the ninth of 10 THOUGHTS addressing ethics, values, and CSR in marketing. A recent survey found that 56% of consumers have stopped buying a brand because they considered […]

leverage markets that careThere is much talk these days about ethics, values, and corporate social responsibility – and rightly so. These are increasingly important subjects. This is the ninth of 10 THOUGHTS addressing ethics, values, and CSR in marketing. A recent survey found that 56% of consumers have stopped buying a brand because they considered it to have been behaving unethically. Some 35% of the sample reported having done so in the absence of a clear alternative and 27% did so even though their believed the competitor product to be inferior.These finds might have a number of implications. Two I consider important are: Firstly, they highlight the importance of ethics to an increasing number of consumersSecondly, they point to the potential of ethics and values as a marketing tool Research has found time and again, all around the world that consumers are becoming more concerned about the ethical behaviour and…