behave ethically and build the trust that builds loyalty 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 second in a series of five thoughts addressing ethics in business and, more specifically, in marketing. A […]

behave ethically and build the trust that builds loyalty 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 second in a series of five thoughts addressing ethics in business and, more specifically, in marketing. A great deal has been written over recent years about the death of brand loyalty. While for some brands, loyalty is very much alive and well, others are finding it to be a real challenge. One of the key drivers of loyalty is, of course, trust. In the main, consumers are only loyal to brands they trust. Research in the United States found that 83% of consumers rate ethical behaviour as a key determinant of trust. By extension, therefore, ethical behaviour is also a key driver of brand loyalty. Ethical behaviour is, for the majority of…