behave ethically and build the trust that builds loyalty This is the last of 10 ‘BEST OF THOUGHTS’ from the more than 200 THOUGHTS published in 2018. Given the findings of the Royal Commission into the banking sector, this is surely the right time to discuss the importance of ethics in business. This is the […]

behave ethically and build the trust that builds loyalty This is the last of 10 ‘BEST OF THOUGHTS’ from the more than 200 THOUGHTS published in 2018. Given the findings of the Royal Commission into the banking sector, this is surely the right time to discuss the importance of ethics in business. This is the second in a series of five thoughts addressing ethics in business and in marketing. A great deal has been written over recent years about the death of brand loyalty. For some brands, loyalty is very much alive and well, however, 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…