Marketers have the best view of how brands can achieve their ethical goals
The average marketer can’t determine a brand’s ethical values, but is best placed of all to see the risks and opportunities of putting them into practice.
You walk into a coffee shop, ask for a black americano, and hand over your nicely clean keep-cup to the barista. If the vaguest hint of a smile traverses your lips right now it’s not just down to the anticipation of the first hot drink of the day. There’s also the knowledge that by using your own cup you’re doing something small for the environment and that the coffee shop will reward you with a discount off the normal price.
Most do. Some go further, by donating small sums to environmental charities every time a customer declines a disposable cup. It’s the kind of step corporations are increasingly taking in their efforts to adhere to the tenets of what has become known as ‘conscious capitalism’: the idea that profits and principles can be mutually reinforcing.
