Ethical Marketing and The New Consumer
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More About the Author
Product Description
Review
"Arnold is well placed to offer his views on this fascinating challenge." (Accounting Technician, July 2009)
‘…this book is informative, inspiring and highly recommended.’ (BusinessAndLeadership.com, January 2010)
Product Description
Vital tactics and strategies for marketers who want to connect with the ethical values of consumers
Consumers today face more ethical buying decisions than ever before. Particularly those consumers who feel strongly about the environment often treat buying green as an ethical and moral imperative. Empowered, informed, and willing to make a political point with their dollars, these consumers are calling the shots. Brands need to pay attention and learn to market to them. Ethical Marketing and the New Consumer explores and explains the various types of consumers and mindsets and presents techniques and channels to the ethical consumer market. The author identifies 50 ethical values that matter to consumers and uses case studies to show how great brands are winning over ethical consumers–or losing them.
Chris Arnold (London, UK) is founder and Creative Partner at FEEL, the UK′s leading specialist agency in the art of ethical marketing. He was previously a creative director at Saatchi & Saatchi and has worked at a number of other top ad agencies.
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Customer Reviews
Most Helpful Customer Reviews
4 of 4 people found the following review helpful
Format:Hardcover
A great book, I used it to help my research on my dissertation on ethical trading. An easy and enjoyable read, his points are made and demonstrated in a clear straightforward manner. The book uses really interesting examples of retailers strategies regarding their ethics. It helped me understand the market more and become more aware as a consumer. I loved it!
4 of 4 people found the following review helpful
Format:Hardcover
There are four reasons why I liked this book:
(i) it gets to the point;
(ii) the author clearly knows what he is talking about because he uses many examples from his past experience and from his knowledge of marketing;
(iii) his criticisms can be brutal but because he explains his reasons, one instinctively feels that he is right and that there is something in the points he makes. One can learn not to fall into the elephant traps that he has identified;
(iv) it displays a healthy cynicism for greenwash;
(v) it is peppered with nuggets of shear brilliance that come from the mixture of experience and innovation that the author clearly possesses in droves;
(vi) finally, it doesn't take long to read!
(i) it gets to the point;
(ii) the author clearly knows what he is talking about because he uses many examples from his past experience and from his knowledge of marketing;
(iii) his criticisms can be brutal but because he explains his reasons, one instinctively feels that he is right and that there is something in the points he makes. One can learn not to fall into the elephant traps that he has identified;
(iv) it displays a healthy cynicism for greenwash;
(v) it is peppered with nuggets of shear brilliance that come from the mixture of experience and innovation that the author clearly possesses in droves;
(vi) finally, it doesn't take long to read!
3 of 3 people found the following review helpful
Format:Hardcover
Packed with examples that make you relook at some of the ethical choices brands have made in the past and where they should go in the future. Not sure I agree with them all but the best thing is they all made me think and we really need a good honest debate around this subject right now. A very timely addition to the discussion and thoroughly recommended.
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Most Recent Customer Reviews
Fantastic Book
A very thoughtful, well written text by in my opinion one of the leaders in the ethical field. Thoroughly recommended.
Published 15 months ago by Fritz
If only sense were this common...
....brilliant book packed with real examples of what works and what doesn't when it comes to today's socially-enlightened consumer. Read more
Published 16 months ago by Karen Darby
respected author
Chris is a regular interviewee on Passion for the Planet radio and I have come to respect his views and expertise. So this book was a must buy for me - and I was not disappointed. Read more
Published 22 months ago by Terark
Highly illuminating
It's nice to read a book about a broader range than just green. Arnold manages to cover a wide range of ethical issues and their relevance to the new consumer. Read more
Published on 24 Aug 2009 by Kevin Perry
Coming Soon
This will be a must for any marketing person of any brand entering the green or ethical space. Or anyone starting or running an ethical business. Read more
Published on 8 April 2009 by C. ARNOLD
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