Chris is a creative strategist specialising in ethical marketing. He was integrated Creative Director of Saatchi & Saatchi before setting up a new model advertising agency - Creative Orchestra. A champion of ethics, he is author of Ethical Marketing and the New Consumer.
23.06.2010
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
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