Product Description

Vital tactics and strategies for marketers who want to connect with the ethical values of consumers

Consumers today face more ethical buying decisions than ever before. Particularly those consumers who feel strongly about the environment often treat buying green as an ethical and moral imperative. Empowered, informed, and willing to make a political point with their dollars, these consumers are calling the shots. Brands need to pay attention and learn to market to them. Ethical Marketing and the New Consumer explores and explains the various types of consumers and mindsets and presents techniques and channels to the ethical consumer market. The author identifies 50 ethical values that matter to consumers and uses case studies to show how great brands are winning over ethical consumers–or losing them.

Chris Arnold (London, UK) is founder and Creative Partner at FEEL, the UK′s leading specialist agency in the art of ethical marketing. He was previously a creative director at Saatchi & Saatchi and has worked at a number of other top ad agencies.

Product Details

• Amazon Sales Rank: #72758 in Books
• Published on: 2009-08-14
• Original language: English
• Number of items: 1
• Binding: Hardcover
• 288 pages

Review
"Arnold is well placed to offer his views on this fascinating challenge." (Accounting Technician, July 2009)

From the Inside Flap
"Chris′s book for new consumers is timely and welcome. We are powerful beyond measure. That′s our deepest fear.

It’s 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 radio

From the Back Cover
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.

Customer Reviews

Thoughful
Packed with examples that make you relook at some of the ethical choices brands have made in the past and where they should go in the future. Not sure I agree with them all but the best thing is they all made me think and we really need a good honest debate around this subject right now. A very timely addition to the discussion and thoroughly recommended.

Highly recommended
There are four reasons why I liked this book:

(i) it gets to the point;
(ii) the author clearly knows what he is talking about because he uses many examples from his past experience and from his knowledge of marketing;
(iii) his criticisms can be brutal but because he explains his reasons, one instinctively feels that he is right and that there is something in the points he makes. One can learn not to fall into the elephant traps that he has identified;
(iv) it displays a healthy cynicism for greenwash;
(v) it is peppered with nuggets of shear brilliance that come from the mixture of experience and innovation that the author clearly possesses in droves;
(vi) finally, it doesn't take long to read!

Highly illuminating
It's nice to read a book about a broader range than just green. Arnold manages to cover a wide range of ethical issues and their relevance to the new consumer. As someone in the marketing arena it made me think. The book is easy to read, lots of short sections, his style is chatting and interesting (unlike so many business books) very Seth Godin. But it's also packed full of facts and challenging new ideas. Highly recommend it.