SlideShare a Scribd company logo
1 of 39
www. creativeorchestra.com Chris Arnold
 
IN THE M IND OF THE ETHICAL CONSUMER
Survey - 1200 shoppers across the UK
If you were offered two identical products…
People 69% Planet 31%
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Do you trust green/ethical claims in ads? Yes 27% No 73% Pacific Gas and Electric Company
US Survey - Burst Media only 17% - trust ads only 14% - trust green ads Burst Media online survey in US about perception of environmental marketing
Do you trust green/ethical claims on packaging? Yes 63% No 37% Consumers don’t understand logos.
Will consumers  pay more for ethical products?
65% - would pay 20% or more 29% - 30% or more 11% - 40% or more 9%  - 50%
1. Fairtrade   (46% pay 20p or more) 2. Donate to charitable causes   (43% pay 20p or more) Environment   (32% pay 20p or more)
Who do you feel is responsible for saving the planet?
Us the people 41% Politicians  & Corporations 59%
Is this your idea of appealing to the ethical consumer?
Is this your idea of the ethical consumer?
G R E E N  T Y P E S
Forget green, think people Forget A,B,C1, think mindsets Chris Arnold 2008
The Reds The Global Fund to Fight Aids in Africa by selling RED products Chris Arnold 2008
A few examples of ethical consumer types Eco warriors Lives it , breathes it. Radicals. Will join a protest. Rebellious. Needs to make a social statement. Spends little.  May be a social isolate. FREEGANS (dumpster diving) Chris Arnold 2008
A few examples of ethical consumer types Ethical Idealists (evangelists) Believes it’s right, sees it like a soft religion, tends to seek to convert others.  Knows their stuff. Noisy! Probably has a blog. Talks a lot. Reads the Guardian, Ecology magazine and visits all the websites. Influences others. Ecoworld Chris Arnold 2008
A few examples of ethical consumer types Good Lifers Romantics. Back to nature, love organics & fair trade Big on sustainability and local. Rebels against corporates -  loves  ‘ anti-preneurial and Blackspot brands’.  Older 45+, empty nesters. Chris Arnold 2008
A few examples of ethical consumer types Conscientious Consumer Protecting the next generations heritage.  Feels responsible for what we are doing to the planet and people.  Strong values, especially family values. Feel they should do the right thing. Values a better future. Two key types: Family with kids Grandparents Chris Arnold 2008
A few examples of ethical consumer types Seen to be Green Into the image of it all. Self aware. One type is shallow, trend followers, very image conscious - Ethics is fashionable. The other sees it almost as status, keeping ahead of the Jones. Like’s to advertise their greeness. Chris Arnold 2008
A few examples of ethical consumer types Informed Consumer Common sense ethics. Rational. Converted by the facts. Intelligent. Influential - opinion formers. Very rational. Knows their stuff.  Sees the logic of why we need to be ethical but also feels it’s right thing to do. Example: someone who works in CSR. Chris Arnold 2008
A few examples of ethical consumer types Suburban Off-setters Wants the nice life, with minimum change but prefers to offsets their guilt. Likes the image of it, by spending money on ethical products and services at M&S or Waitrose they feel they can excuse driving  a Chelsea Tractor. They are ‘doing their bit.’ Image key. Big on recycling. Ironic - have long haul trips, drives a lot, lots of electronics left on standby.  Chris Arnold 2008
A few examples of ethical consumer types People & community types Believes in community values. Buys local. Supports social enterprises like Fairtrade. Supports charity. Animal welfare important. Family values important. May be religious. People before planet. Andrew Thornton
A few examples of ethical consumer types Health & body conscious Ethics is an extension of their healthy lifestyle. Exercise a lot, probably gym members. Like outdoors. Into activities and sports. Cares about their bodies - inside and out - so care about what they put into it - big buyers of healthy options and organics.  Hates McDonalds. However, it’s all about them so less concerned about others. Chris Arnold 2008
A few other consumers: Ethical intent: Would buy ethical if affordable.  Low income so can’t afford ethics. Slobs: Don’t care about themselves, let alone others or the planet. Like fattening food, TV, football, fags and Have few values. Eats hamburgers, crisps and cares little  for the healthy option. Low incomes. Holiday at Butlins.
•  Honesty (trust) •  Health  •  Supply chain - people •  Data •  Environmental issues  •  Ethos Ethical Reputation Index www.fraserconsultancy.com
ASA ruling against ad. Voted one of the top greenwash ads.
The power of the consumer -  Birth of Brand Terrorism. “ The consumer is using their beliefs to pick brands and are using the pound in their pocket to make a point,  not just a purchase.”
WHO DO YOU TRUST MORE? Ben & Jerrys or Nestle Virgin or BA M&S or Walmart Body Shop or Olay
We trust people more than corporations…
What the new consumer wants is simple…
HONESTY
DON’T LIE
Any questions? www. creativeorchestra.com

More Related Content

Viewers also liked

An Introduction to Social Marketing presented by Kelly Evans at Social Change...
An Introduction to Social Marketing presented by Kelly Evans at Social Change...An Introduction to Social Marketing presented by Kelly Evans at Social Change...
An Introduction to Social Marketing presented by Kelly Evans at Social Change...Social Change UK
 
The Legal Side of Social Media Marketing - Cisca Brouwer
The Legal Side of Social Media Marketing - Cisca Brouwer The Legal Side of Social Media Marketing - Cisca Brouwer
The Legal Side of Social Media Marketing - Cisca Brouwer multifamily-social-media
 
Marketing and Ethical Business
Marketing and Ethical BusinessMarketing and Ethical Business
Marketing and Ethical BusinessRobin Paul
 
Ethical Marketing
Ethical MarketingEthical Marketing
Ethical Marketingsonthank
 
LEGAL AND ETHICAL ASPECTS OF ADVERTIZING
LEGAL AND ETHICAL ASPECTS OF ADVERTIZINGLEGAL AND ETHICAL ASPECTS OF ADVERTIZING
LEGAL AND ETHICAL ASPECTS OF ADVERTIZINGJojin Jose
 
The Concept of Modern Marketing
The Concept of Modern MarketingThe Concept of Modern Marketing
The Concept of Modern MarketingNoel Flowers
 
Ethical vs non ethical marketing
Ethical vs non ethical marketingEthical vs non ethical marketing
Ethical vs non ethical marketingSayali Pange
 
LCF project - Ethical marketing report
LCF project - Ethical marketing reportLCF project - Ethical marketing report
LCF project - Ethical marketing reportcheritter
 
Marketing ethical issues
Marketing ethical issuesMarketing ethical issues
Marketing ethical issuesraviksingh13
 
Marketing ethics and societal marketing concept
Marketing ethics and societal marketing conceptMarketing ethics and societal marketing concept
Marketing ethics and societal marketing conceptMohit Shukla
 
PRICING DECISION
PRICING DECISIONPRICING DECISION
PRICING DECISIONamkrisha
 
Social Responsibility, Ethics, and the Marketing Environment
Social Responsibility, Ethics, and theMarketing EnvironmentSocial Responsibility, Ethics, and theMarketing Environment
Social Responsibility, Ethics, and the Marketing Environmentmandalina landy
 
Control of marketing operations
Control of marketing operationsControl of marketing operations
Control of marketing operationsdeepu2000
 
Examples of KPI for Sales and Marketing Department: KPI in Sales and Marketin...
Examples of KPI for Sales and Marketing Department: KPI in Sales and Marketin...Examples of KPI for Sales and Marketing Department: KPI in Sales and Marketin...
Examples of KPI for Sales and Marketing Department: KPI in Sales and Marketin...The-KPI-Examples-Review
 
Chapter.2 Marketing Environment
Chapter.2   Marketing EnvironmentChapter.2   Marketing Environment
Chapter.2 Marketing EnvironmentMarlinah Ahmad
 
MBA Unit1 Marketing Of Services
MBA Unit1 Marketing Of ServicesMBA Unit1 Marketing Of Services
MBA Unit1 Marketing Of Serviceskkiransoni
 

Viewers also liked (20)

An Introduction to Social Marketing presented by Kelly Evans at Social Change...
An Introduction to Social Marketing presented by Kelly Evans at Social Change...An Introduction to Social Marketing presented by Kelly Evans at Social Change...
An Introduction to Social Marketing presented by Kelly Evans at Social Change...
 
The Legal Side of Social Media Marketing - Cisca Brouwer
The Legal Side of Social Media Marketing - Cisca Brouwer The Legal Side of Social Media Marketing - Cisca Brouwer
The Legal Side of Social Media Marketing - Cisca Brouwer
 
Marketing and Ethical Business
Marketing and Ethical BusinessMarketing and Ethical Business
Marketing and Ethical Business
 
Ethical Marketing
Ethical MarketingEthical Marketing
Ethical Marketing
 
LEGAL AND ETHICAL ASPECTS OF ADVERTIZING
LEGAL AND ETHICAL ASPECTS OF ADVERTIZINGLEGAL AND ETHICAL ASPECTS OF ADVERTIZING
LEGAL AND ETHICAL ASPECTS OF ADVERTIZING
 
The Concept of Modern Marketing
The Concept of Modern MarketingThe Concept of Modern Marketing
The Concept of Modern Marketing
 
Ethical vs non ethical marketing
Ethical vs non ethical marketingEthical vs non ethical marketing
Ethical vs non ethical marketing
 
Modern marketing
Modern marketingModern marketing
Modern marketing
 
LCF project - Ethical marketing report
LCF project - Ethical marketing reportLCF project - Ethical marketing report
LCF project - Ethical marketing report
 
Marketing ethical issues
Marketing ethical issuesMarketing ethical issues
Marketing ethical issues
 
Marketing ethics and societal marketing concept
Marketing ethics and societal marketing conceptMarketing ethics and societal marketing concept
Marketing ethics and societal marketing concept
 
PRICING DECISION
PRICING DECISIONPRICING DECISION
PRICING DECISION
 
factor pricing
factor pricingfactor pricing
factor pricing
 
Social Responsibility, Ethics, and the Marketing Environment
Social Responsibility, Ethics, and theMarketing EnvironmentSocial Responsibility, Ethics, and theMarketing Environment
Social Responsibility, Ethics, and the Marketing Environment
 
Control of marketing operations
Control of marketing operationsControl of marketing operations
Control of marketing operations
 
Green Marketing
Green MarketingGreen Marketing
Green Marketing
 
Examples of KPI for Sales and Marketing Department: KPI in Sales and Marketin...
Examples of KPI for Sales and Marketing Department: KPI in Sales and Marketin...Examples of KPI for Sales and Marketing Department: KPI in Sales and Marketin...
Examples of KPI for Sales and Marketing Department: KPI in Sales and Marketin...
 
Chapter.2 Marketing Environment
Chapter.2   Marketing EnvironmentChapter.2   Marketing Environment
Chapter.2 Marketing Environment
 
Pricing decision
Pricing decisionPricing decision
Pricing decision
 
MBA Unit1 Marketing Of Services
MBA Unit1 Marketing Of ServicesMBA Unit1 Marketing Of Services
MBA Unit1 Marketing Of Services
 

Similar to Chris Arnold presents Ethical Marketing @ Canvas8

Marketfordoinggood
MarketfordoinggoodMarketfordoinggood
MarketfordoinggoodPhil Teer
 
The Ethical Stance Of Hd Essay
The Ethical Stance Of Hd EssayThe Ethical Stance Of Hd Essay
The Ethical Stance Of Hd EssayMichelle Brown
 
Marketing moet zichzelf opnieuw uitvinden. Tex Gunning
Marketing moet zichzelf opnieuw uitvinden. Tex GunningMarketing moet zichzelf opnieuw uitvinden. Tex Gunning
Marketing moet zichzelf opnieuw uitvinden. Tex Gunningbossch00
 
Sustainability in Household - Global Product Innovation and Consumer Insights...
Sustainability in Household - Global Product Innovation and Consumer Insights...Sustainability in Household - Global Product Innovation and Consumer Insights...
Sustainability in Household - Global Product Innovation and Consumer Insights...Revista H&C
 
LEARNING OBJECTIVESAfter reading this chapter you should b.docx
LEARNING OBJECTIVESAfter reading this chapter you should b.docxLEARNING OBJECTIVESAfter reading this chapter you should b.docx
LEARNING OBJECTIVESAfter reading this chapter you should b.docxsmile790243
 
61706 blythe ch1
61706 blythe ch161706 blythe ch1
61706 blythe ch1imert
 
Importance of Consumer Behavior 2
Importance of Consumer Behavior 2Importance of Consumer Behavior 2
Importance of Consumer Behavior 2MD SALMAN ANJUM
 
Laurie_Demeritt_-_Marketing_Sustainability_in_Retail.ppt
Laurie_Demeritt_-_Marketing_Sustainability_in_Retail.pptLaurie_Demeritt_-_Marketing_Sustainability_in_Retail.ppt
Laurie_Demeritt_-_Marketing_Sustainability_in_Retail.pptPratibhaaArora1
 
Get Going With Green: Presentation
Get Going With Green: PresentationGet Going With Green: Presentation
Get Going With Green: PresentationOgilvy
 
Adv 231 (1) (2)
Adv 231 (1) (2)Adv 231 (1) (2)
Adv 231 (1) (2)bfcb
 
Green Luxury - trending niche in luxury industry
Green Luxury - trending niche in luxury industryGreen Luxury - trending niche in luxury industry
Green Luxury - trending niche in luxury industryRanjan Kumar
 
A Profile of The Conscious Consumer by Telltale Research
A Profile of The Conscious Consumer by Telltale ResearchA Profile of The Conscious Consumer by Telltale Research
A Profile of The Conscious Consumer by Telltale ResearchTelltale Research
 
Goodpurpose Short 2008 Final Version
Goodpurpose Short 2008 Final VersionGoodpurpose Short 2008 Final Version
Goodpurpose Short 2008 Final Versionedelmanmarketing
 
Karl aussia uk_beautysector2017
Karl aussia uk_beautysector2017Karl aussia uk_beautysector2017
Karl aussia uk_beautysector2017Karl Aussia
 
GreenCollars Susan Horn presents 'Can One Person Make a Difference The Marke...
GreenCollars Susan Horn presents  'Can One Person Make a Difference The Marke...GreenCollars Susan Horn presents  'Can One Person Make a Difference The Marke...
GreenCollars Susan Horn presents 'Can One Person Make a Difference The Marke...BrittanyFerdinands1
 

Similar to Chris Arnold presents Ethical Marketing @ Canvas8 (20)

Cosmethica Conf2009
Cosmethica Conf2009Cosmethica Conf2009
Cosmethica Conf2009
 
Marketfordoinggood
MarketfordoinggoodMarketfordoinggood
Marketfordoinggood
 
CSR presentation
CSR presentationCSR presentation
CSR presentation
 
The Ethical Stance Of Hd Essay
The Ethical Stance Of Hd EssayThe Ethical Stance Of Hd Essay
The Ethical Stance Of Hd Essay
 
Marketing moet zichzelf opnieuw uitvinden. Tex Gunning
Marketing moet zichzelf opnieuw uitvinden. Tex GunningMarketing moet zichzelf opnieuw uitvinden. Tex Gunning
Marketing moet zichzelf opnieuw uitvinden. Tex Gunning
 
Oer 7. fair trade and responsible consumption
Oer 7. fair trade and responsible consumptionOer 7. fair trade and responsible consumption
Oer 7. fair trade and responsible consumption
 
Sustainability in Household - Global Product Innovation and Consumer Insights...
Sustainability in Household - Global Product Innovation and Consumer Insights...Sustainability in Household - Global Product Innovation and Consumer Insights...
Sustainability in Household - Global Product Innovation and Consumer Insights...
 
LEARNING OBJECTIVESAfter reading this chapter you should b.docx
LEARNING OBJECTIVESAfter reading this chapter you should b.docxLEARNING OBJECTIVESAfter reading this chapter you should b.docx
LEARNING OBJECTIVESAfter reading this chapter you should b.docx
 
Cb case
Cb caseCb case
Cb case
 
61706 blythe ch1
61706 blythe ch161706 blythe ch1
61706 blythe ch1
 
Importance of Consumer Behavior 2
Importance of Consumer Behavior 2Importance of Consumer Behavior 2
Importance of Consumer Behavior 2
 
Laurie_Demeritt_-_Marketing_Sustainability_in_Retail.ppt
Laurie_Demeritt_-_Marketing_Sustainability_in_Retail.pptLaurie_Demeritt_-_Marketing_Sustainability_in_Retail.ppt
Laurie_Demeritt_-_Marketing_Sustainability_in_Retail.ppt
 
Get Going With Green: Presentation
Get Going With Green: PresentationGet Going With Green: Presentation
Get Going With Green: Presentation
 
Adv 231 (1) (2)
Adv 231 (1) (2)Adv 231 (1) (2)
Adv 231 (1) (2)
 
Green Luxury - trending niche in luxury industry
Green Luxury - trending niche in luxury industryGreen Luxury - trending niche in luxury industry
Green Luxury - trending niche in luxury industry
 
A Profile of The Conscious Consumer by Telltale Research
A Profile of The Conscious Consumer by Telltale ResearchA Profile of The Conscious Consumer by Telltale Research
A Profile of The Conscious Consumer by Telltale Research
 
Plastic Vs Pollution
Plastic Vs PollutionPlastic Vs Pollution
Plastic Vs Pollution
 
Goodpurpose Short 2008 Final Version
Goodpurpose Short 2008 Final VersionGoodpurpose Short 2008 Final Version
Goodpurpose Short 2008 Final Version
 
Karl aussia uk_beautysector2017
Karl aussia uk_beautysector2017Karl aussia uk_beautysector2017
Karl aussia uk_beautysector2017
 
GreenCollars Susan Horn presents 'Can One Person Make a Difference The Marke...
GreenCollars Susan Horn presents  'Can One Person Make a Difference The Marke...GreenCollars Susan Horn presents  'Can One Person Make a Difference The Marke...
GreenCollars Susan Horn presents 'Can One Person Make a Difference The Marke...
 

More from Canvas8

Super Bowl 2020 / The insights behind the ads
Super Bowl 2020 / The insights behind the ads Super Bowl 2020 / The insights behind the ads
Super Bowl 2020 / The insights behind the ads Canvas8
 
How can brands celebrate culture? // Five behavioural shifts underpinning the...
How can brands celebrate culture? // Five behavioural shifts underpinning the...How can brands celebrate culture? // Five behavioural shifts underpinning the...
How can brands celebrate culture? // Five behavioural shifts underpinning the...Canvas8
 
Super Bowl 2019 / The insights behind the ads
Super Bowl 2019 / The insights behind the adsSuper Bowl 2019 / The insights behind the ads
Super Bowl 2019 / The insights behind the adsCanvas8
 
Consumer Trends in 2019: 42 Expert Perspectives - Canvas8
Consumer Trends in 2019: 42 Expert Perspectives - Canvas8Consumer Trends in 2019: 42 Expert Perspectives - Canvas8
Consumer Trends in 2019: 42 Expert Perspectives - Canvas8Canvas8
 
Consumer trends in shopping 2018 : Canvas8
Consumer trends in shopping 2018 : Canvas8Consumer trends in shopping 2018 : Canvas8
Consumer trends in shopping 2018 : Canvas8Canvas8
 
Consumer trends in beauty 2018 : Canvas8
Consumer trends in beauty 2018 : Canvas8Consumer trends in beauty 2018 : Canvas8
Consumer trends in beauty 2018 : Canvas8Canvas8
 
Consumer trends in technology 2018 : Canvas8
Consumer trends in technology 2018 : Canvas8Consumer trends in technology 2018 : Canvas8
Consumer trends in technology 2018 : Canvas8Canvas8
 
Consumer trends in media and entertainment 2018 : Canvas8
Consumer trends in media and entertainment 2018 : Canvas8Consumer trends in media and entertainment 2018 : Canvas8
Consumer trends in media and entertainment 2018 : Canvas8Canvas8
 
A behavioural breakdown of 8 winning campaigns from Cannes Lion 2018
A behavioural breakdown of 8 winning campaigns from Cannes Lion 2018A behavioural breakdown of 8 winning campaigns from Cannes Lion 2018
A behavioural breakdown of 8 winning campaigns from Cannes Lion 2018Canvas8
 
Consumer trends in Communications 2018 : Canvas8
Consumer trends in Communications 2018 : Canvas8Consumer trends in Communications 2018 : Canvas8
Consumer trends in Communications 2018 : Canvas8Canvas8
 
Consumer trends in Home 2018 : Canvas8
Consumer trends in Home 2018 : Canvas8Consumer trends in Home 2018 : Canvas8
Consumer trends in Home 2018 : Canvas8Canvas8
 
Consumer trends in Money 2018 : Canvas8
Consumer trends in Money 2018 : Canvas8Consumer trends in Money 2018 : Canvas8
Consumer trends in Money 2018 : Canvas8Canvas8
 
Consumer trends in Citizenship 2017 : Canvas8
Consumer trends in Citizenship 2017 : Canvas8Consumer trends in Citizenship 2017 : Canvas8
Consumer trends in Citizenship 2017 : Canvas8Canvas8
 
A behavioural breakdown of 8 Super Bowl campaigns
A behavioural breakdown of 8 Super Bowl campaignsA behavioural breakdown of 8 Super Bowl campaigns
A behavioural breakdown of 8 Super Bowl campaignsCanvas8
 
Consumer Trends in 2018: 42 Expert Perspectives - Canvas8
Consumer Trends in 2018: 42 Expert Perspectives - Canvas8Consumer Trends in 2018: 42 Expert Perspectives - Canvas8
Consumer Trends in 2018: 42 Expert Perspectives - Canvas8Canvas8
 
Behaviours Impacting Christmas Shoppers: Canvas8
Behaviours Impacting Christmas Shoppers: Canvas8Behaviours Impacting Christmas Shoppers: Canvas8
Behaviours Impacting Christmas Shoppers: Canvas8Canvas8
 
Consumer trends in Eating and Drinking 2017 : Canvas8
Consumer trends in Eating and Drinking 2017 : Canvas8Consumer trends in Eating and Drinking 2017 : Canvas8
Consumer trends in Eating and Drinking 2017 : Canvas8Canvas8
 
Consumer trends in Getting Around 2017 : Canvas8
Consumer trends in Getting Around 2017 : Canvas8Consumer trends in Getting Around 2017 : Canvas8
Consumer trends in Getting Around 2017 : Canvas8Canvas8
 
A behavioural breakdown of 8 Clio Awards winners
A behavioural breakdown of 8 Clio Awards winnersA behavioural breakdown of 8 Clio Awards winners
A behavioural breakdown of 8 Clio Awards winnersCanvas8
 
Consumer trends in Home 2017 : Canvas8
Consumer trends in Home 2017 : Canvas8Consumer trends in Home 2017 : Canvas8
Consumer trends in Home 2017 : Canvas8Canvas8
 

More from Canvas8 (20)

Super Bowl 2020 / The insights behind the ads
Super Bowl 2020 / The insights behind the ads Super Bowl 2020 / The insights behind the ads
Super Bowl 2020 / The insights behind the ads
 
How can brands celebrate culture? // Five behavioural shifts underpinning the...
How can brands celebrate culture? // Five behavioural shifts underpinning the...How can brands celebrate culture? // Five behavioural shifts underpinning the...
How can brands celebrate culture? // Five behavioural shifts underpinning the...
 
Super Bowl 2019 / The insights behind the ads
Super Bowl 2019 / The insights behind the adsSuper Bowl 2019 / The insights behind the ads
Super Bowl 2019 / The insights behind the ads
 
Consumer Trends in 2019: 42 Expert Perspectives - Canvas8
Consumer Trends in 2019: 42 Expert Perspectives - Canvas8Consumer Trends in 2019: 42 Expert Perspectives - Canvas8
Consumer Trends in 2019: 42 Expert Perspectives - Canvas8
 
Consumer trends in shopping 2018 : Canvas8
Consumer trends in shopping 2018 : Canvas8Consumer trends in shopping 2018 : Canvas8
Consumer trends in shopping 2018 : Canvas8
 
Consumer trends in beauty 2018 : Canvas8
Consumer trends in beauty 2018 : Canvas8Consumer trends in beauty 2018 : Canvas8
Consumer trends in beauty 2018 : Canvas8
 
Consumer trends in technology 2018 : Canvas8
Consumer trends in technology 2018 : Canvas8Consumer trends in technology 2018 : Canvas8
Consumer trends in technology 2018 : Canvas8
 
Consumer trends in media and entertainment 2018 : Canvas8
Consumer trends in media and entertainment 2018 : Canvas8Consumer trends in media and entertainment 2018 : Canvas8
Consumer trends in media and entertainment 2018 : Canvas8
 
A behavioural breakdown of 8 winning campaigns from Cannes Lion 2018
A behavioural breakdown of 8 winning campaigns from Cannes Lion 2018A behavioural breakdown of 8 winning campaigns from Cannes Lion 2018
A behavioural breakdown of 8 winning campaigns from Cannes Lion 2018
 
Consumer trends in Communications 2018 : Canvas8
Consumer trends in Communications 2018 : Canvas8Consumer trends in Communications 2018 : Canvas8
Consumer trends in Communications 2018 : Canvas8
 
Consumer trends in Home 2018 : Canvas8
Consumer trends in Home 2018 : Canvas8Consumer trends in Home 2018 : Canvas8
Consumer trends in Home 2018 : Canvas8
 
Consumer trends in Money 2018 : Canvas8
Consumer trends in Money 2018 : Canvas8Consumer trends in Money 2018 : Canvas8
Consumer trends in Money 2018 : Canvas8
 
Consumer trends in Citizenship 2017 : Canvas8
Consumer trends in Citizenship 2017 : Canvas8Consumer trends in Citizenship 2017 : Canvas8
Consumer trends in Citizenship 2017 : Canvas8
 
A behavioural breakdown of 8 Super Bowl campaigns
A behavioural breakdown of 8 Super Bowl campaignsA behavioural breakdown of 8 Super Bowl campaigns
A behavioural breakdown of 8 Super Bowl campaigns
 
Consumer Trends in 2018: 42 Expert Perspectives - Canvas8
Consumer Trends in 2018: 42 Expert Perspectives - Canvas8Consumer Trends in 2018: 42 Expert Perspectives - Canvas8
Consumer Trends in 2018: 42 Expert Perspectives - Canvas8
 
Behaviours Impacting Christmas Shoppers: Canvas8
Behaviours Impacting Christmas Shoppers: Canvas8Behaviours Impacting Christmas Shoppers: Canvas8
Behaviours Impacting Christmas Shoppers: Canvas8
 
Consumer trends in Eating and Drinking 2017 : Canvas8
Consumer trends in Eating and Drinking 2017 : Canvas8Consumer trends in Eating and Drinking 2017 : Canvas8
Consumer trends in Eating and Drinking 2017 : Canvas8
 
Consumer trends in Getting Around 2017 : Canvas8
Consumer trends in Getting Around 2017 : Canvas8Consumer trends in Getting Around 2017 : Canvas8
Consumer trends in Getting Around 2017 : Canvas8
 
A behavioural breakdown of 8 Clio Awards winners
A behavioural breakdown of 8 Clio Awards winnersA behavioural breakdown of 8 Clio Awards winners
A behavioural breakdown of 8 Clio Awards winners
 
Consumer trends in Home 2017 : Canvas8
Consumer trends in Home 2017 : Canvas8Consumer trends in Home 2017 : Canvas8
Consumer trends in Home 2017 : Canvas8
 

Recently uploaded

Entrepreneurship & organisations: influences and organizations
Entrepreneurship & organisations: influences and organizationsEntrepreneurship & organisations: influences and organizations
Entrepreneurship & organisations: influences and organizationsP&CO
 
Boat Trailers Market PPT: Growth, Outlook, Demand, Keyplayer Analysis and Opp...
Boat Trailers Market PPT: Growth, Outlook, Demand, Keyplayer Analysis and Opp...Boat Trailers Market PPT: Growth, Outlook, Demand, Keyplayer Analysis and Opp...
Boat Trailers Market PPT: Growth, Outlook, Demand, Keyplayer Analysis and Opp...IMARC Group
 
Borderless Access - Global Panel book-unlock 2024
Borderless Access - Global Panel book-unlock 2024Borderless Access - Global Panel book-unlock 2024
Borderless Access - Global Panel book-unlock 2024Borderless Access
 
Chicago Medical Malpractice Lawyer Chicago Medical Malpractice Lawyer.pdf
Chicago Medical Malpractice Lawyer Chicago Medical Malpractice Lawyer.pdfChicago Medical Malpractice Lawyer Chicago Medical Malpractice Lawyer.pdf
Chicago Medical Malpractice Lawyer Chicago Medical Malpractice Lawyer.pdfSourav Sikder
 
TalentView Webinar: Empowering the Modern Workforce_ Redefininig Success from...
TalentView Webinar: Empowering the Modern Workforce_ Redefininig Success from...TalentView Webinar: Empowering the Modern Workforce_ Redefininig Success from...
TalentView Webinar: Empowering the Modern Workforce_ Redefininig Success from...TalentView
 
Cracking the ‘Business Process Outsourcing’ Code Main.pptx
Cracking the ‘Business Process Outsourcing’ Code Main.pptxCracking the ‘Business Process Outsourcing’ Code Main.pptx
Cracking the ‘Business Process Outsourcing’ Code Main.pptxWorkforce Group
 
Data skills for Agile Teams- Killing story points
Data skills for Agile Teams- Killing story pointsData skills for Agile Teams- Killing story points
Data skills for Agile Teams- Killing story pointsyasinnathani
 
Introduction to The overview of GAAP LO 1-5.pptx
Introduction to The overview of GAAP LO 1-5.pptxIntroduction to The overview of GAAP LO 1-5.pptx
Introduction to The overview of GAAP LO 1-5.pptxJemalSeid25
 
Q2 2024 APCO Geopolitical Radar - The Global Operating Environment for Business
Q2 2024 APCO Geopolitical Radar - The Global Operating Environment for BusinessQ2 2024 APCO Geopolitical Radar - The Global Operating Environment for Business
Q2 2024 APCO Geopolitical Radar - The Global Operating Environment for BusinessAPCO
 
Ethical stalking by Mark Williams. UpliftLive 2024
Ethical stalking by Mark Williams. UpliftLive 2024Ethical stalking by Mark Williams. UpliftLive 2024
Ethical stalking by Mark Williams. UpliftLive 2024Winbusinessin
 
The Vietnam Believer Newsletter_MARCH 25, 2024_EN_Vol. 003
The Vietnam Believer Newsletter_MARCH 25, 2024_EN_Vol. 003The Vietnam Believer Newsletter_MARCH 25, 2024_EN_Vol. 003
The Vietnam Believer Newsletter_MARCH 25, 2024_EN_Vol. 003believeminhh
 
Project Brief & Information Architecture Report
Project Brief & Information Architecture ReportProject Brief & Information Architecture Report
Project Brief & Information Architecture Reportamberjiles31
 
Talent Management research intelligence_13 paradigm shifts_20 March 2024.pdf
Talent Management research intelligence_13 paradigm shifts_20 March 2024.pdfTalent Management research intelligence_13 paradigm shifts_20 March 2024.pdf
Talent Management research intelligence_13 paradigm shifts_20 March 2024.pdfCharles Cotter, PhD
 
Intellectual Property Licensing Examples
Intellectual Property Licensing ExamplesIntellectual Property Licensing Examples
Intellectual Property Licensing Examplesamberjiles31
 
AMAZON SELLER VIRTUAL ASSISTANT PRODUCT RESEARCH .pdf
AMAZON SELLER VIRTUAL ASSISTANT PRODUCT RESEARCH .pdfAMAZON SELLER VIRTUAL ASSISTANT PRODUCT RESEARCH .pdf
AMAZON SELLER VIRTUAL ASSISTANT PRODUCT RESEARCH .pdfJohnCarloValencia4
 
Slicing Work on Business Agility Meetup Berlin
Slicing Work on Business Agility Meetup BerlinSlicing Work on Business Agility Meetup Berlin
Slicing Work on Business Agility Meetup BerlinAnton Skornyakov
 
Borderless Access - Global B2B Panel book-unlock 2024
Borderless Access - Global B2B Panel book-unlock 2024Borderless Access - Global B2B Panel book-unlock 2024
Borderless Access - Global B2B Panel book-unlock 2024Borderless Access
 
NewBase 25 March 2024 Energy News issue - 1710 by Khaled Al Awadi_compress...
NewBase  25 March  2024  Energy News issue - 1710 by Khaled Al Awadi_compress...NewBase  25 March  2024  Energy News issue - 1710 by Khaled Al Awadi_compress...
NewBase 25 March 2024 Energy News issue - 1710 by Khaled Al Awadi_compress...Khaled Al Awadi
 
A flour, rice and Suji company in Jhang.
A flour, rice and Suji company in Jhang.A flour, rice and Suji company in Jhang.
A flour, rice and Suji company in Jhang.mcshagufta46
 
Fabric RFID Wristbands in Ireland for Events and Festivals
Fabric RFID Wristbands in Ireland for Events and FestivalsFabric RFID Wristbands in Ireland for Events and Festivals
Fabric RFID Wristbands in Ireland for Events and FestivalsWristbands Ireland
 

Recently uploaded (20)

Entrepreneurship & organisations: influences and organizations
Entrepreneurship & organisations: influences and organizationsEntrepreneurship & organisations: influences and organizations
Entrepreneurship & organisations: influences and organizations
 
Boat Trailers Market PPT: Growth, Outlook, Demand, Keyplayer Analysis and Opp...
Boat Trailers Market PPT: Growth, Outlook, Demand, Keyplayer Analysis and Opp...Boat Trailers Market PPT: Growth, Outlook, Demand, Keyplayer Analysis and Opp...
Boat Trailers Market PPT: Growth, Outlook, Demand, Keyplayer Analysis and Opp...
 
Borderless Access - Global Panel book-unlock 2024
Borderless Access - Global Panel book-unlock 2024Borderless Access - Global Panel book-unlock 2024
Borderless Access - Global Panel book-unlock 2024
 
Chicago Medical Malpractice Lawyer Chicago Medical Malpractice Lawyer.pdf
Chicago Medical Malpractice Lawyer Chicago Medical Malpractice Lawyer.pdfChicago Medical Malpractice Lawyer Chicago Medical Malpractice Lawyer.pdf
Chicago Medical Malpractice Lawyer Chicago Medical Malpractice Lawyer.pdf
 
TalentView Webinar: Empowering the Modern Workforce_ Redefininig Success from...
TalentView Webinar: Empowering the Modern Workforce_ Redefininig Success from...TalentView Webinar: Empowering the Modern Workforce_ Redefininig Success from...
TalentView Webinar: Empowering the Modern Workforce_ Redefininig Success from...
 
Cracking the ‘Business Process Outsourcing’ Code Main.pptx
Cracking the ‘Business Process Outsourcing’ Code Main.pptxCracking the ‘Business Process Outsourcing’ Code Main.pptx
Cracking the ‘Business Process Outsourcing’ Code Main.pptx
 
Data skills for Agile Teams- Killing story points
Data skills for Agile Teams- Killing story pointsData skills for Agile Teams- Killing story points
Data skills for Agile Teams- Killing story points
 
Introduction to The overview of GAAP LO 1-5.pptx
Introduction to The overview of GAAP LO 1-5.pptxIntroduction to The overview of GAAP LO 1-5.pptx
Introduction to The overview of GAAP LO 1-5.pptx
 
Q2 2024 APCO Geopolitical Radar - The Global Operating Environment for Business
Q2 2024 APCO Geopolitical Radar - The Global Operating Environment for BusinessQ2 2024 APCO Geopolitical Radar - The Global Operating Environment for Business
Q2 2024 APCO Geopolitical Radar - The Global Operating Environment for Business
 
Ethical stalking by Mark Williams. UpliftLive 2024
Ethical stalking by Mark Williams. UpliftLive 2024Ethical stalking by Mark Williams. UpliftLive 2024
Ethical stalking by Mark Williams. UpliftLive 2024
 
The Vietnam Believer Newsletter_MARCH 25, 2024_EN_Vol. 003
The Vietnam Believer Newsletter_MARCH 25, 2024_EN_Vol. 003The Vietnam Believer Newsletter_MARCH 25, 2024_EN_Vol. 003
The Vietnam Believer Newsletter_MARCH 25, 2024_EN_Vol. 003
 
Project Brief & Information Architecture Report
Project Brief & Information Architecture ReportProject Brief & Information Architecture Report
Project Brief & Information Architecture Report
 
Talent Management research intelligence_13 paradigm shifts_20 March 2024.pdf
Talent Management research intelligence_13 paradigm shifts_20 March 2024.pdfTalent Management research intelligence_13 paradigm shifts_20 March 2024.pdf
Talent Management research intelligence_13 paradigm shifts_20 March 2024.pdf
 
Intellectual Property Licensing Examples
Intellectual Property Licensing ExamplesIntellectual Property Licensing Examples
Intellectual Property Licensing Examples
 
AMAZON SELLER VIRTUAL ASSISTANT PRODUCT RESEARCH .pdf
AMAZON SELLER VIRTUAL ASSISTANT PRODUCT RESEARCH .pdfAMAZON SELLER VIRTUAL ASSISTANT PRODUCT RESEARCH .pdf
AMAZON SELLER VIRTUAL ASSISTANT PRODUCT RESEARCH .pdf
 
Slicing Work on Business Agility Meetup Berlin
Slicing Work on Business Agility Meetup BerlinSlicing Work on Business Agility Meetup Berlin
Slicing Work on Business Agility Meetup Berlin
 
Borderless Access - Global B2B Panel book-unlock 2024
Borderless Access - Global B2B Panel book-unlock 2024Borderless Access - Global B2B Panel book-unlock 2024
Borderless Access - Global B2B Panel book-unlock 2024
 
NewBase 25 March 2024 Energy News issue - 1710 by Khaled Al Awadi_compress...
NewBase  25 March  2024  Energy News issue - 1710 by Khaled Al Awadi_compress...NewBase  25 March  2024  Energy News issue - 1710 by Khaled Al Awadi_compress...
NewBase 25 March 2024 Energy News issue - 1710 by Khaled Al Awadi_compress...
 
A flour, rice and Suji company in Jhang.
A flour, rice and Suji company in Jhang.A flour, rice and Suji company in Jhang.
A flour, rice and Suji company in Jhang.
 
Fabric RFID Wristbands in Ireland for Events and Festivals
Fabric RFID Wristbands in Ireland for Events and FestivalsFabric RFID Wristbands in Ireland for Events and Festivals
Fabric RFID Wristbands in Ireland for Events and Festivals
 

Chris Arnold presents Ethical Marketing @ Canvas8

  • 2.  
  • 3. IN THE M IND OF THE ETHICAL CONSUMER
  • 4. Survey - 1200 shoppers across the UK
  • 5. If you were offered two identical products…
  • 7.
  • 8. Do you trust green/ethical claims in ads? Yes 27% No 73% Pacific Gas and Electric Company
  • 9. US Survey - Burst Media only 17% - trust ads only 14% - trust green ads Burst Media online survey in US about perception of environmental marketing
  • 10. Do you trust green/ethical claims on packaging? Yes 63% No 37% Consumers don’t understand logos.
  • 11. Will consumers pay more for ethical products?
  • 12. 65% - would pay 20% or more 29% - 30% or more 11% - 40% or more 9% - 50%
  • 13. 1. Fairtrade (46% pay 20p or more) 2. Donate to charitable causes (43% pay 20p or more) Environment (32% pay 20p or more)
  • 14. Who do you feel is responsible for saving the planet?
  • 15. Us the people 41% Politicians & Corporations 59%
  • 16. Is this your idea of appealing to the ethical consumer?
  • 17. Is this your idea of the ethical consumer?
  • 18. G R E E N T Y P E S
  • 19. Forget green, think people Forget A,B,C1, think mindsets Chris Arnold 2008
  • 20. The Reds The Global Fund to Fight Aids in Africa by selling RED products Chris Arnold 2008
  • 21. A few examples of ethical consumer types Eco warriors Lives it , breathes it. Radicals. Will join a protest. Rebellious. Needs to make a social statement. Spends little. May be a social isolate. FREEGANS (dumpster diving) Chris Arnold 2008
  • 22. A few examples of ethical consumer types Ethical Idealists (evangelists) Believes it’s right, sees it like a soft religion, tends to seek to convert others. Knows their stuff. Noisy! Probably has a blog. Talks a lot. Reads the Guardian, Ecology magazine and visits all the websites. Influences others. Ecoworld Chris Arnold 2008
  • 23. A few examples of ethical consumer types Good Lifers Romantics. Back to nature, love organics & fair trade Big on sustainability and local. Rebels against corporates - loves ‘ anti-preneurial and Blackspot brands’. Older 45+, empty nesters. Chris Arnold 2008
  • 24. A few examples of ethical consumer types Conscientious Consumer Protecting the next generations heritage. Feels responsible for what we are doing to the planet and people. Strong values, especially family values. Feel they should do the right thing. Values a better future. Two key types: Family with kids Grandparents Chris Arnold 2008
  • 25. A few examples of ethical consumer types Seen to be Green Into the image of it all. Self aware. One type is shallow, trend followers, very image conscious - Ethics is fashionable. The other sees it almost as status, keeping ahead of the Jones. Like’s to advertise their greeness. Chris Arnold 2008
  • 26. A few examples of ethical consumer types Informed Consumer Common sense ethics. Rational. Converted by the facts. Intelligent. Influential - opinion formers. Very rational. Knows their stuff. Sees the logic of why we need to be ethical but also feels it’s right thing to do. Example: someone who works in CSR. Chris Arnold 2008
  • 27. A few examples of ethical consumer types Suburban Off-setters Wants the nice life, with minimum change but prefers to offsets their guilt. Likes the image of it, by spending money on ethical products and services at M&S or Waitrose they feel they can excuse driving a Chelsea Tractor. They are ‘doing their bit.’ Image key. Big on recycling. Ironic - have long haul trips, drives a lot, lots of electronics left on standby. Chris Arnold 2008
  • 28. A few examples of ethical consumer types People & community types Believes in community values. Buys local. Supports social enterprises like Fairtrade. Supports charity. Animal welfare important. Family values important. May be religious. People before planet. Andrew Thornton
  • 29. A few examples of ethical consumer types Health & body conscious Ethics is an extension of their healthy lifestyle. Exercise a lot, probably gym members. Like outdoors. Into activities and sports. Cares about their bodies - inside and out - so care about what they put into it - big buyers of healthy options and organics. Hates McDonalds. However, it’s all about them so less concerned about others. Chris Arnold 2008
  • 30. A few other consumers: Ethical intent: Would buy ethical if affordable. Low income so can’t afford ethics. Slobs: Don’t care about themselves, let alone others or the planet. Like fattening food, TV, football, fags and Have few values. Eats hamburgers, crisps and cares little for the healthy option. Low incomes. Holiday at Butlins.
  • 31. • Honesty (trust) • Health • Supply chain - people • Data • Environmental issues •  Ethos Ethical Reputation Index www.fraserconsultancy.com
  • 32. ASA ruling against ad. Voted one of the top greenwash ads.
  • 33. The power of the consumer - Birth of Brand Terrorism. “ The consumer is using their beliefs to pick brands and are using the pound in their pocket to make a point, not just a purchase.”
  • 34. WHO DO YOU TRUST MORE? Ben & Jerrys or Nestle Virgin or BA M&S or Walmart Body Shop or Olay
  • 35. We trust people more than corporations…
  • 36. What the new consumer wants is simple…
  • 39. Any questions? www. creativeorchestra.com