Ethical Marketing and The New Consumer

ISBN: 0470743026

Author: Arnold, Chris

Condition: New

Product DescriptionWhat 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 isnt just about environmentalism, its 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, itll give you useful tools to help you understand your Key Ethical Values. How to market and sell them.Itll 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 dont.The book comes with a support website -www.ecoethicalmarketing.info - to allow comment, feedback, links and brands to publish their own case studies.From the Inside Flap"Chris's book for new consumers is timely and welcome. We are powerful beyond measure. That's our deepest fear.Its such a delusion that we are powerless. If we'd just 'clean up our own act' - the whole world must change.That's the power of a single ethical consumer in a globally interconnected world."-Dave Hampton - the carbon coach"Read it. Use it. This book is full of gems for anyone involved in marketing to the modern consumer. It explores new ideas, challenges some old ones and will definitely give you a better understanding of what really makes today's ethical consumers tick. Ethical Marketing and the New Consumer is easy to dip into but much harder to put down."-Chantal Cooke, co-founder of Passion for the Planet radioFrom the Back CoverWhat 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 isnt just about environmentalism, its 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, itll give you useful tools to help you understand your Key Ethical Values. How to market and sell them.Itll 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 dont.The book comes with a support website -www.ecoethicalmarketing.info - to allow comment, feedback, links and brands to publish their own case studies.About the AuthorChris Arnold is founder and Creative Partner of Creative Orchestra, the worlds 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

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