INSIGHTS

Attitudes towards the role that business can play in the well-being of society have been gradually shifting for some years. Mainstream acceptance of CSR at board level being the beginning, and increasing involvement of employees in regular fundraising, and volunteering perhaps the natural extension of this philanthropy. The recent crisis has accelerated attitudes further. It has given us the ability, and sadly the experience, to view the fragile world we live in through a mor

Whether you are an ethical brand or not, the challenge of correctly identifying your marketable audience is paramount to business success. When your product is sustainable, green or ethical the task can be more challenging still. This is because quite often you are not simply looking for a life stage driven cohort. It isn’t enough for instance to simply pin your hopes on the much talked about Millennial market or hope that the Baby Boomers are travelling in the same conscious

It is well known that ethical brands are born out of personal experiences or an observed dissatisfaction with what decent people see around them. Thank goodness for the action that keen minded social entrepreneurs bring and their energy and enthusiasm for innovation and for creating positive impact. For some this entrepreneurial drive is innate, for others it is learnt or comes from a growing consciousness to simply do good or better. Fortunately for us all, wherever it emana