The document discusses the growing market for ethical consumers and ways to market to them. Some key points: - 73% of global millennials are willing to pay more for brands that have a positive social/environmental impact, up from 50% in 2014. - Millennials are 3 times more favorable towards sustainable brands than 35-49 year olds and 12 times more than 50-65 year olds. - The document provides 7 ways for brands to market to ethical consumers, including transparency, political solidarity, promoting ethical consumption, corporate responsibility, coping with stress, behavior change, and product service systems.

1. THE ETHICAL CONSUMER &
7 WAYS TO MARKET TO THEM

2. 73% OF GLOBAL MILLENNIALS WILLING
TO PAY MORE TO BUY FROM THOSE
MAKING A POSITIVE SOCIAL OR
ENVIRONMENTALIMPACT (VS 50%, 2014)
“Consumers in developing markets are often closer to and more aware of the needs
in their surrounding communities as they are reminded daily of the challenges
around them, which leads to a desire to give back and help others.”
Rates were lower in North
America and Europe than
in the Middle East, Africa,
Asia, and Latin America.
Nielsen Global Survey on Corporate Social Responsibility

3. Millennials 3x more
favourable to Sustainable
brands than 35-49 year olds
GLOBAL GENERATION GAP
3x 12x
Nielsen Global Survey on Corporate Social Responsibility
Millennials 12x more
favourable to Sustainable
brands than 50-65 year olds

4. 0 20 40 60 80 100
CHINA
CANADA
INDIA
BRAZIL
AUSTRALIA
UK
USA
TURKEY
S KOREA
NIGERIA
MEN & WOMEN SHOULD BE TREATED EQUALLY
0 20 40 60 80 100
BRAZIL
INDIA
TURKEY
INDONESIA
CHINA
NIGERIA
USA
AUSTRALIA
UK
S KOREA
IT'S IMPORTANT TO MAKE A WIDER CONTRIBUTION TO SOCIETY

5. 0
10
20
30
40
50
60
USA EUROPE APAC MENA
% WILLING TO PAY A PREMIUM FOR EACH HEALTH ATTRIBUTE
ALL NATURAL GLUTEN FREE MADE FROM FRUITS VEGETABLES SUSTAINABLY SOURCED ORGANIC

6. “Consumers seek comfort from modernised
updates of age old formulations, flavours
and formats.” (Nielsen, 2016 Food Trends)
MARKETS
MAKING
REMEDIES
BUTTER
ARTISANAL BICYCLES
TEA
LOCAL

7. (Across 16 markets) in natural/organic
skin care by country India, Indonesia and
China scored the highest.
With China and India having a history of
skin care remedies including medicinal and
natural plant extracts or herbal
ingredients, this is not surprising.
Local brands including Inoherb and
Herborist have benefited from such a
consumption trend. Herborist was in the
global top 10 fastest-growing brands in
2014, with 17% growth.
Euromonitor International’s Online Survey on Personal Appearances

8. ETHICAL MARKETING
1. TRANSPARENCY & TRUTH

9. “Sainsbury's Holme Farm' is actually a packing
plant on an industrial estate.”
DAILY MIRROR
Shoppers mightbe expecting this, and nota flatroofed industrialplant

13. 2. POLITICAL SOLIDARITY

14. 'We used to joke and say, God please destroy the school ... and he did.'

18. 3. ETHICAL CONSUMPTION

20. PEAK STUFF
ACCORDING TO STEVE HOWARD HEAD OF
SUSTAINABILITY AT IKEA WE MAY HAVE REACHED

24. 4. CORPORATE
RESPONSIBILITY

25. BRANDS SEEN AS CAUSING MANY
PROBLEMS IN MODERN SOCIETY
CURINGJUST IMAGINE....

28. By 2020 we will help more than a billion people take action to
improve their health and well-being. By 2030 our goal is to
halve the environmental footprint of the making and use of our
products as we grow our business. By 2020 we will enhance the
livelihoods of millions of people as we grow our business.

29. 5. COPING WITH STRESS

32. INFORMATION
TECHNOLOGYSide Effects may include: Anxiety, Weight Gain, Sleeplessness,
Addiction, Headaches, Tension and Inability to Concentrate.

33. TEXT
THE FRENCH GOVERNMENT IS REGULATING AGAINST OUT OF HOURS EMAIL
39% OF US EMPLOYERS OFFER SLEEP CLASSES

34. 6. BEHAVIOUR CHANGE

35. IT’S NOT ABOUT
MAKING NORMAL
THINGS SEEM GREEN
IT’S ABOUT
MAKING GREEN
THINGS SEEM NORMAL

40. 7. PRODUCT SERVICE
SYSTEMS

44. CONCLUDING THOUGHTS

46. NOW THE QUESTION IS
CAN WE AFFORD
TO BE NICE?
CAN WE AFFORD
NOT TO BE NICE?
THE QUESTION USED TO BE

47. IN THE UK,
MCDONALDS HAS
EMBRACED HEALTHIER
EATING WITH SALADS
AND FRUIT BAGS,
SUSTAINABLE
SOURCING, ORGANIC,
FREE RANGE, LOCAL,
RECYCLING... CREATED
FRESH MODERN CAFE
DESIGN & EARNED
'BEST PLACE TO
WORK' AWARDS
CONSECUTIVE
QUARTERS OF
UK GROWTH
40
IN THE USA, MCDONALDS DID NONE OF THIS AND IS IN STEEP DECLINE
LOSING 1/8 OF ITS VISITS BY YOUNG MILLENNIALS IN LAST 3 YEARS
Technomic Data, 2014

48. WHY BE MEAN
WHEN YOU CAN
BE MEANINGFUL?

49. THE WELLBEEING REVOLUTION
AND HUMAN−FRIENDLY BUSINESS
BY JOHN GRANT