Book description
What was once just the desire of a few has now become a mass movement.
The everyday shopper may still be searching out the value items but now
they are also questioning the ethics of products and brands. Ethical
products are increasing in sales year on year and those brands that have
ignored it as a value are paying in reduced sales.
Empowered, the new consumer is using the pound in their pocket to
make a point not just a purchase.
But ethical marketing isn't just about environmentalism, it's far
bigger than that. This book challenges a lot of conventional thinking
and introduces you to a wider range of ethics and the many types of
ethical consumers.
As a brand manager or producer, it'll give you useful tools to help
you understand your Key Ethical Values. How to market and sell them.
It'll blow away a few myths and probably surprise you with a few new
facts and statistics. It looks at the positive and negative sides of
big brands. And how to avoid greenwash, ethicalwash and becoming a
victim of Brand Terrorism.
A must for anyone in the eco-ethical market or who wants to enter it.
An essential guide to understanding the new consumer and why they buy,
what they buy and what they don't.
The book comes with a support website -www. ecoethicalmarketing. info
- to allow comment, feedback, links and brands to publish their own
case studies.
Chris Arnold is founder and Creative Partner of
Creative Orchestra, the world's first independent creative
department, Social Enterprise ad agency and talent incubator.
A
former board member and a Creative Director of Saatchi &
Saatchi, Chris has worked in the advertising industry for over 20
years.
He has also been a founder of several other agencies;
Symple, Barradale Leagas Arnold Campbell (BLAC) and FEEL.
A
champion of ethics, he writes the ethical marketing blog on Brand
Republic and has written for numerous publications, including the FT,
Creative Review, Third Sector and Brand Strategy magazine. He also
writes the ecoSuperMan Twitter.
He runs workshops and lectures
around the world on creativity, opening minds and numerous marketing
subjects, including ethical marketing. He's also done many TV
appearances advising on marketing, including a recent BBC programme on
disgusting foods.
Chris has been a board member of the DMA,
Europe's largest marketing trade body, and was former chair of the DMA
Agencies Council and the Creative Council.
