I would argue that they are few things more important in marketing than maximising the lifetime value of each customer or potential customer. The power of retaining and extracting fully value of customers needs to be fully embraced in strategy I research, develop, and advise on implementing strategies to identify and leverage opportunities, and eliminate complex problems. As an advisor, company director, advisory board member and mentor, I work with organisations of all shapes and sizes to drive the consumer and business behaviour that maximises performance with strategies that minimise costs. Eliminating marketing waste marketing s a passion. Over 30 years, I have learned that too many organisations spend too much on initiatives that are not cost-efficient. Ethics can be central to thus My primary expertise includes: • Research – including customer insights and behavioural economics. • Brand – including defining, creating and communicating a brand. • Marketing – addressing -product, experience, pricing, and distribution. • Communication – addressing both traditional and digital channels. • Business development – systematic B2B business generation. I am passionate about identifying and implementing ethical strategies – driven by objective, critical and lateral thinking. ESG can and should be more than an acronym used in annual reports.

1. Attract, retain and
extract full value
from customers with
ethics
CONSUMER INSIGHTS

2. •Did you know that -
•86% of consumers want businesses to stand for
something.
•66% of consumers would spend more on a
sustainable brand.
•81% of millennials want a business to make public
commitments to charitable causes and global
citizenship.

3. •You customers want you to stand for something –
hence the book by Roy Spence – entitled - ‘It's Not
What You Sell, It's What You Stand For’
•But – not only do consumers what brands to
stand for something – they want the businesses
they buy from to stand for what they – the
consumers - stand for.
•Recent research found that - 71% of consumers
prefer buying from businesses with values aligned
with their own values.
•.

4. • IMPLICATIONS
1. Business values and ethics matter to consumers
in 2021
2. Setting the optimal values for a business requires
an understanding of consumer expectations
3. The optimal brand for any organisation will be at
the intersection of the expectations of the
consumer and the business

5. •RECOMMENDATIONS
1. Embrace the growing demand for businesses
to act ethically and be seen to do so
2. Understand the ethical expectations of your
target audiences
3. Find the sweet spot - at the intersection of
your ethics and those of your customers.

6. To find out more - visit...
www.djohncarlsonesq.com
Or email me at...
johnc@djohncarlsonesq.com
I’m John Carlson – Thanks for listening

7. Attract, retain and
get the best out of
the best staff with
ethics
CONSUMER INSIGHTS

8. •Did you know of research that found that:
 64% of millennials won’t take a job if the employer
doesn’t have a strong CSR policy.
 83% of millennials are more loyal to a business that
help them contribute to social and environmental
issues.
 And - to demonstrate that it is not just millennials -
94% of all employees now say it is "critical" or
"important" that the business they work for is ethical.

9.  Research suggests that ethical standards are becoming
increasingly important to employees and potential
employees.
 Indeed, one study found that - 82% of employees prefer
to be paid less and work for a business with ethical
business practices - than receive higher pay at a business
with questionable ethics.
 To attract, retain and get the best out of the best staff, it is
becoming increasingly important to align the purpose,
mission and values of the organisation with those of
preferred employees

10. •IMPLICATIONS
1. Business values and ethics matter to staff and
potential staff in 2021
2. Setting the optimal values for a business requires
an understanding of staff expectations
3. The optimal brand for any organisation will be at the
intersection of the expectations of the ideal staff and
the business

11. • RECOMMENDATIONS
1. Embrace the growing demand for
businesses to act ethically and be seen to
do so
2. Understand the ethical expectations of all
target audiences – including staff
3. Find the sweet spot - at the intersection of
your ethics and those of the ideal staff.

12. To find out more - visit...
www.djohncarlsonesq.com
Or email me at...
johnc@djohncarlsonesq.com
I’m John Carlson – Thanks for listening