3 steps to developing an ethical point of difference There is a perception among some consumers that ethics and profits are to some extent incompatible.  Certainly there is a common view that maximising profitability is incompatible with sustained ethical behaviour. I would argue that this view is: Prevalent Unhelpful Wrong Consumer research I have been […]

3 steps to developing an ethical point of difference There is a perception among some consumers that ethics and profits are to some extent incompatible.  Certainly there is a common view that maximising profitability is incompatible with sustained ethical behaviour. I would argue that this view is: Prevalent Unhelpful Wrong Consumer research I have been involved in along with social media content highlights the prevalence of the view among consumers that business is motivated by profit at the expense of ethics. Given the growing importance of ethical practise on the part of business, among consumers there is no doubt that such perceptions are unhelpful and represent an opportunity missed for many businesses. I would also argue that there is nothing incompatible about maximising profit and acting ethically. Indeed, I would argue that ethical practise can be a key to maximising profitability along with sustained profitability. It can be a competitive…