integrate and don’t rely on logos no body understandsThere is much talk these days about ethics, values, and corporate social responsibility – and rightly so. These are increasingly important subjects. This is the last of 10 THOUGHTS addressing ethics, values, and CSR in marketing. A recent survey in the United States found that consumers are […]

integrate and don’t rely on logos no body understandsThere is much talk these days about ethics, values, and corporate social responsibility – and rightly so. These are increasingly important subjects. This is the last of 10 THOUGHTS addressing ethics, values, and CSR in marketing. A recent survey in the United States found that consumers are confused, or at the very least unsure of the meaning of a range of icons, like ‘fair trade’, and as such, do not engage with them or relate to the brand when they see them. Certainly, there is evidence to suggest that some businesses rely too heavily on such icons to communicate their ethical credentials, values and commitment to corporate social responsibility. These icons like awards that so many businesses brandish around and promote are not understood by consumers and as a result have little impact on the behaviour of consumers. In previous THOUGHTS in…