Ethical Marketing and the New Consumer
pg 2
- Marketing has lept to be green
- Greenwashing is commonly
associated with marketing
- Ethical environmental marketing
is in short supply
- Green isn’t always a way for a
brand to be seen as ethical
pg 3
- classic advertising is not
always as effective with green design
- consumer always changing
pg 8
- marketing ethos makes green less
marginal
- brands are defined by their
actions and ethos
pg 9
- decrease in profit is necessary
for values
- people base assumptions on
reputation, whereas companies think brand
pg 10
- not defining ethos or value
leads to failure
- ethos is a strong thing for a
company however it is rarely considered in identity design
- hard to get people on board with
an ethos if actions don’t reflect it
pg 11
- strong ethos and personality
connects strongly with customers
- people trust people rather than
business
pg 12
- need to tell people why you do
things and why its important so the customer understands you and trusts you
- ethics is becoming a third
dimension to marketing
pg 13
- consumers connect with ethos and
are more likely to behave in a particular way if they know why and how
- actions define reputation – it
is difficult to get rid of a bad reputation
pg 16
- Pret good in one sense less
ethics on health but still successful
- Clean looking, modern and fresh
design
pg 17
- customer impression and
experience makes them seem ethical
- Pret has ethos and passion
- Consumers understand fake claims
- For consumers to see a brand as
ethical ethos is needed
pg 18
- oil company trying to look green
seems like green washing not convincing
pg 19
- companies that just make money
not liked by consumers
- minority of people interested in
whether business is making lots of money
- not how much made but how its
made
- large profit = greed
- recession has created anti
capitalist feeling
pg 21
- values = asset – shallow if only
value money
- making profit important for
ethical business as they can put back into society
environmental practices save
money
- there is financial gain to
environmentalism
- gradual process of becoming a
green company, saving money can be an incentive
pg 22
- consumer interested in more in
actions as behaviour is more important than marketing in a brand
pg 24
- the era of conspicuous
consumption is over
- recession will have an effect on
consumerism and marketing
- people have become more frugal
pg 25
- rethink on what matters and
people have been brought together
- spending is being replaced by
cautiousness and questioning attitude
- spending seen as greedy and
unethical
- society is beginning to have
more morals and values
- churn and fast consumerism being
replaced by considered, conscientious consumerism
desire for truth and honesty in
fashion
- new benefits are seen when
values are readjusted
pg 26
- advertising is used to tempt,
buy latest and sometimes eco ethical
pg 27
- churn provides work for
developing countries but increases use of resources and damage to the planet
- live in disposable world making
consumerism worse
pg 28
- need a new trend which is
contrary to consumerisms instant and convenience
pg 29
- environmentalist - environment
strong argument against consumerism – contrary to this humanitarians suggest
consumerism has increased living standards / jobs in developing countries
pg 30
- green design means longevity which
creates a conflict of interests
pg 32
- churn needs to be reduced to
help environment but this argument it mixed with anticaptialist tones
- manufacturing provides jobs,
money and health for developing countries – how can this be done I a
sustainable way
pg 33
- marketing fuels churn however it
is just a tool – selling to a new consumer is about taking responsibility
- society of churn, convenience
and disposability
- society starting to reject this
with a return to basics and old values
pg 36
- fairtrade has got rid of
negative poor quality image
pg 37
- prices high with ethical
products marketed at a premium
- price goes up and demand goes
down for ethical products
pg 38
- attitudes changed after the
recession and people spend less
- income change not necessarily
true however people feel the need to change their behaviour to become savvier
when spending
- return to post war values after
recession
- recycling and reuse new trends
pg 39
- food and household products over
packaged
- regulations, security and
economics leave little room for change in packaging
pg 40
- second use packaging could be a
way for manufacturers to solve packaging problem without reducing their
packaging
- second life packaging could be a
brand value and differentiate between other brands
need financial incentive for
return recycling
pg 41
- points system possibly isn’t
supported
- pennies off system maybe more
effective
- refill not always practical
- business realise ethics can save
money and less waste reduces cost
- waste has value
- waste can be turned into new
objects
pg 44
- way and say need to be
consistent in ethical marketing
- honesty and respect needed
pg 45
- honesty needed to engage people
- honesty ethical value which
leads to trust which is important in marketing
pg 48
- the public aren’t stupid but
brands tend to think they are
pg 49
- outward branding – image trying
to portray
- reflective branding – what
people say, think and feel when they see it
- brand reputation – what
consumers say about you
pg 58
- talk to people at the right time
and place
pg 60
- corporate brands cannot be
completely ethical particularly when the drive is to continually improve
profits
pg 70
- 79% - recession did not effect
green / ethical considerations
- Green / ethical aspects need
support to get through recession
- People trying to be more self
sufficient
pg 71
- 41% swapped to cheaper brands
- 34% reduced purchasing of
premium brands (Tesco Finest and Sainsburys Taste the Difference)
- Shift from premium products to
promotions and comparing products
- Brands shifting to focus
marketing on price or value
pg 72
- able to adopt new values in
comfortable periods
- everyone can adopt new values it
just varies how they are adopted
- values can be adopted as a
fashion statement, accessories or a personal statement, as lifestyle baggage,
however rarely because of survival
- fears for the environment for
the consumer are disconnected, it doesn’t affect them and their survival
- immunity to damage in the world
- problem is boxed away
pg 73
- there is a hierarchy of fear
- recession threatens lifestyle
- less money is better for planet
as we buy and waste less
- more community spirit
pg 74
- community important and
selfishness unattractive
- quality products are best sold
by brands during hard time because people buy cheap or quality when conscious
of money
- people go for value rather than
just whats cheap in a recession
- ethics raises value
- ethical brands don’t always use
ethics as a value it is either use as a token or guilt message
- recession can help environment
more than ad campaign
pg 75
- consumers and businesses
concentrating on survival in a recession rather than the effect on the
environment
- public think maintaining competitiveness
of companies should not impact on environmental actions
- when conflict between
competitiveness and the environment arises only half of people think the
environment is more important than growth
- green / ethical marketing is
limited when compared with other types
- consumers get some ethical /
green messages from marketing but become confused about their responsibilities
and what to do
pg 76
- public – half want to help the
environment, but don’t know how – they know they need to make lifestyle changes
but are concerned they don’t have the time – green is not the most important
thing in a busy life
- gap between consumer awareness
and action of green issues
- consumers lack information to be
green, they are confused about what impact products have
- companies who make green easier
and affordable will be most successful
- marketing which makes green easy
makes effective behavioural change
pg 77
- consumer ethics change with the
consumer climate
- consumers change ethical
behaviour when things are tough
- ethics become closer to home when
survival is considered – people are before the planet in difficult times
pg 80
- buying green products can
provide emotional satisfaction
- marketing simple changes makes
it easy for consumers to understand how they can help
pg 81
- products that show that a
consumer is doing their bit adds emotional benefits – creates a sense of
community and shares responsibility between consumers
pg 82
- tell people what you want them
to do – make it simple
- tell people what can be achieved
if lots of people did little bits as people don’t believe they can do things
alone
- make it socially acceptable and
part of anyone’s lifestyle
pg 86
- the media and awareness of
environmental issues means consumers feel they should be more conscientious
towards the environment
- minority of people buy because
of ethics
- people unlikely to compromise on
product quality to save the planet or support good causes
- people buy based on perceptions
rather than actual information
- heart before head when it comes
to consumer buying
pg 87
- purchasing behaviours - rational
selling encourages the consumer to think logically and be more informed whereas
emotive selling encourages them to act on impulse and is quicker
cheap items are seen as (R) rational
sells whilst premium products are on the (E) emotive sell
- added value is in the E
section
pg 90
- eco ethical products often don’t
tune into marketing allowing bigger brands to offer ethical alternatives
- E is emotions and ethics
pg 91
- A minds – logical, analytical –
linear and unemotional – rarely openminded
- V minds – visual
- K minds – kinaesthetic – about
feelings and emotions
- people are a combination of all
of these aspects
- highlights consumer types and
allows for better communication of messages
pg 93
- advertising best when in uses
language that communicates to all types on consumer mind
- strong images most effective as
people are commonly visual however they must be legitimate and real because
the consumer will know if it is fake
pg 95
- consumers are more concerned
about people over the planet however this does not mean they do not care
- when people understand the
effect the environment can have on people consumers are more likely to respond
- people believe we are
responsible for the planet and can make a difference however think government
and companies are to blame
- consumers think that they are
responsible and should sort the problem out rather than passing it on to the
consumer
pg 96
- public opinion is that the
government do not feel the government try’s to tackle the environmental problem
strongly enough and that companies influence the government
pg 101
- reformers – strong ethical group
– idealistic – need to do good – environmental champion
helpers – not driven by money,
selfless, caring , believe strongly in people ethics – don’t have a lot of
money so cannot buy expensive ethical products
- achievers – fuelled by success –
professional and image conscious – fear failure – materialistic – money and
reward driven – ethics for them is for show – rarely make things happen
- individualists – private,
sensitive – low self esteem – don’t buy brands which draw attention – may buy
alternative brands to show a rejection of the masses – early cause campaigners
until it becomes mainstream then move on – can be selfish and prefer to sort
their own problems – hard to sell to unless unique or black spot brand – buy
local if others are buying in supermarkets – do the opposite to the masses
- investigators – innovative ,
curious , isolated but persceptive , self improving, intense – aim to be
experts – prefer books rather than a night out – keen on knowledge – respect
expertise – don not like sloppiness – strong understanding of ethics – narrow
minded when fixed on something – will change facts to fit belief
- loyalists – committed,
hardworking – loyal to beliefs – if buy your brand for ethical reasons they
will continue to do so – a bond is made – security orientated – like conformity
and suspicious of change – like knowing where they stand and do not like
uncertainty
- enthusiasts – like adventure and
activity – live to the full – busy , trying to do lots of things – extrovert –
bored without anything to do – fun loving – passionate when in to something –
active ethically
- challengers – scared of not
being in control – self confident – dominating and decisive - always right, like to be the boss –
confrontational and critical – like to be the expert – good for championing a
cause
- peacemakers – agreeable, easy going
, follow the crowd, don’t express personal choice, good listeners, aware ,
don’t challenge , buy like the masses, community important to them – support
people based ethics
pg 114
- people sometimes won’t pay extra
for something because they think it should be a moral basic, not because they
don’t care e.g. no animal testing
- environmental issues carbon
footprint and environmentally friendly) scored less than people based ethics
- people don’t understand carbon
footprint and environmentally friendly sounds like a greenwash
- fairtrade recognised as a symbol
– organic sometimes seen as a con to charge extra
- people see organic in different
ways either from a green angle or as a better tasting product
- tesco organic symbol
recognisable
- recycled symbol understood by
91% of people , however range of different symbols make it confusing
pg 115
- 19% would pay more because
ethics give value
- Intent needs to be turned into
action by brands
- 20% never believe green claims ,
66% sometime believed, 14% trusted green ads – better off not marketing green?
pg 116
- lacking leadership from
government on environmental issues and ethics
- Channel 4 survey – who should be
responsible for tackling climate change – 79% government, 74% people, 68%
business
- Vizu Corp – one third will not
change their behaviour – one fifth suggested they were doing as much as
possible
pg 120
- rethink in society of values
- after recession people and
community values increasing however environment losing out
pg 122
- consumers more likely to
purchase from capitalist brands with morals rather than ones fuelled by profit
and greed
- if ethos is forgotten about and
profit drives the company the business will be unethical
pg 123
- in supermarkets revolutions are
taking place, both in reaction against corporations and as positive action for
the world
pg 125
- environmentalism is seen as a
nice thing to have but not a necessity
- community values engage
consumers
pg 126
- consumers want brand ethos and
to know that they aren’t just driven by money
- divisions are forming in society
between those who value profit and others who consider profit as a product of
having people and planet values
- making money immorally is short-sighted
because people will see through this, whilst moral money making will lead to
success later on
pg 158
- ethical sphere allows brands to
work out values and which should be marketed
- green is jumped on and the wrong
ethical message is portrayed
- Key ethical values – 50
pg 160
- products don’t sell completely
based on ethical values which needs to be considered in marketing
- ethics adds value but the
product has to be right
pg 161
- need to consider marketing
touchpoints
- process of finding and applying
values in marketing
- environmentally friendly too
vague
pg 162
- nothing will ever be completely
ethical
- values considered in context of
consumer values, benefits and different groups
- ethical values made more
relevant when considered in relation to consumer orientated values and benefits
pg 166
- some words in marketing have
lost value or are confusing, whilst others are influential
- green on packaging more credible
than in ads – green in ads less likely to be believed than without it
- green means different things to
different people
pg 167
- general public can sometimes
fall for green claims however green consumers are less likely to
- shows that ethics and values
increase sales – as well as showing how brands can misuse morals to sell things
pg 168
- environmental / ethical values
need to be linked to practical benefits for the consumer – can be indirect such
as saving the planet
- Carbon footprint not easily
understood for consumer
pg 169
- pollution used less often –
carbon replaced it – carbon too scientific for consumer / public to understand
fully
- words have history behind them
and are associated with values
pg 171
- for effective communication
people need to be engaged rather than talked to
- ‘green’ has strong meaning and
is easily understood however the meaning has become broader
- ‘green’ meaning has become more
vague but it is still considered positive
- ‘green’ is visual which is
appealing to consumers who are mainly visual
- Sustainability and CO2 are more
scientific rational and analytical which the public don’t associate with
- Pollution is visual
- Use of words in marketing
depends on the audiences, understanding of the word, the context e.g. packaging
, ads and quality or writing
pg 205
- consumer buying behaviour varies
between passion about why and what they buy and concern about convenience and cost
- average consumer purchasing
attitude – middleground of these concerns
more conscientious society means
ACP changes
pg 206
- local is positive attractive and
romantic, community focused
pg 207
- organic romantic
- ethical aspects can’t make up
for a bad product
- more choice now compared to post
war period
- consumers like option of choice
but hate it in reality / practicality
- convenience wanted because of
lack of time and dislike for decision making
pg 208
- ethical values added more choice
- only conscientious consumers
consider the ins and outs of ethical aspects – the general public prefer a
brand to take responsibility of that for them – M & S campaign
pg 210
- recession has led to brands
favouring cheapness over values
- heritage is easily understood,
associated with trust and quality and traditional values
pg 211
- names in brands make consumers
feel like someone is passionate and cares about the product
pg 213
- 1 in 4 consumers are conflicted
consumers who are willing to swap to a more ethical brand
pg 220
- women say they are more
influenced by an ethical product compared to men, however mens suggested
purchasing behaviour better reflects what they say, whereas women get
distracted
- fashion industry – ethics after
aesthetics
pg 221
- ethical fashion brands have
smaller budgets so can’t make big claims however they have become more
innovative
pg 226
- clear and honest labelling
scarce in retail
- consumers want to know about a
product and this should be made easy for them and clear
- consumers should be educated
about ethical factors
pg 227
- 75% of decision making is made
at point of sale so the label is a powerful marketing tool
- Ethical fashion cannot match low
price however adds value through quality and design making it competitive
- People won’t buy clothes that
are ugly even if it is ethical
pg 252
- there is uncertainty around new
consumer trends and attitudes which makes companies careful in marketing
because of fear of failure
- failure is needed for successes
to be made
pg 253
- people want to think you can
deliver and see that you care for the environment
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