3/13/2023 0 Comments J unstoppable drive rar filesTrue-but is that a reason to limit ourselves to the comfort zone of television sponsorship and trader promotions? If the likes of Pepsico-who have an ambition to have half their revenue coming from ‘better for you’ or ‘good for you’ products within five years-can take on the challenge, why not you? All things Marks & Spencer has set out to do but as I suspect they know, the hard work starts now. You may not want to claim anything at all, at least for now, but that doesn't mean you can ignore the ethical agenda. ‘ How can I risk it, when the company is not 100 per cent clean’. And leverage your current brand positioning, rather than changing fundamentally what your brand stands for. We don't want to just jump on the bandwagon’. But if it functions as well as its competitors, that additional reason to buy, sensibly communicated, can make all the difference to consumer choice. This is meat and drink to marketers-of course, consumers won't buy a green washing powder if it doesn't clean clothes. ‘ We've tested ethical ideas, and whilst consumers say they're interested, they just don't buy’. Businesses commonly face five challenges in setting and following an ethical agenda:
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