if consumers want it and it is rare – it can be a powerful sca Trust, central to branding, is a feeling or attitude that consumers have towards a business on the basis of one or more of a range of factors – one of which might be ethics. Ethical behaviour, or the perception of […]

if consumers want it and it is rare – it can be a powerful sca Trust, central to branding, is a feeling or attitude that consumers have towards a business on the basis of one or more of a range of factors – one of which might be ethics. Ethical behaviour, or the perception of it, can have a dramatic effect on the level of trust consumers have for a business or brand. Despite this, many, if not most businesses treat ethics as a secondary issue – or perhaps even a personal issue with limited relevance to the broader marketplace. Many businesses, some ethical and some not, fail to give ethics the priority it deserves. As a result, they fail to communicate the right messages to their audiences. There are volumes of research demonstrating that consumers increasingly question the ethics and morality of businesses and business in general. This, in…