Ethical Commerce ... like selling a hotdog to a smug vegan.
Brands are seeking to their ethical and social reputation, either as part as part of corporate responsibility or business advantage. Taking responsibility for working conditions of people who make the products they sell. A connected public is demanding more from modern business does good by society and the planet. How do you balance your promise to ethical commerce when you’re are trying to be noticed in a crowded green marketplace?
Brands and retailers have struggled to keep pace with technological advances and the voice it gives consumers who can call them out for bad practices. With a shift in shopping habits and ethical consumerism propelled by the internet, curiosity has peaked. 33% are choosing to buy from brands they believe are doing social or environmental good. Wanting to know where something is made, where and by whom. Like fashionrevolution.org and goodonyou.eco … to help make a difference when you shop.
Retailers and brands will require a further mindshift. The shift has come more from consumers wanting more transparency and response from retailers. In business, monetary objectives often take priority over ethical obligations. With revelations of mistreatment of workers and unsafe conditions causing consumers to take into account, impacting bottom lines.
Consumers are a tipping point of purchasing viability. There is a huge economic opportunity for businesses that are able to build brands with purpose which people care about. Smart brands must take the initiative in this world, acting out of motivation rather than simply responding to consumer demand.
By declaring their objectives, wages, factory suppliers and audit reports, brands can be held accountable. Once the information is brought forward than marketing spin be held truthful in its spin. Companies must demonstrate a purpose beyond profit.
Authenticity is fundamental.
