The Ethical Brand - UK - September 2016
“The way that consumers judge the ethics of brands in general often differs dramatically from the way that they judge specific brands they that know and use. Many other factors aside from ethics come into play when people decide which brand to use, and ethics can sometimes be overlooked if other aspects of the brand can deliver a superior experience to competitors.”
– Richard Hopping, Brand and Household Analyst
This report discusses the following key topics:
- Low perceived ethics does not always equal unethical
- No defined link between ethics and awareness
- Other factors important when making a purchase
- Consumers reluctant to align with brands without ethical image
- Link between ethics and value is blurred
Since the beginning of 2014, Mintel has conducted brand research on over 800 brands. As well as consumers’ attitudes towards brands, we investigate how many people have used those brands, how good their experience of the brand has been, and whether they would recommend that brand.
Research is run at a brand level, rather than based on a particular product. So rather than asking specifically about people’s perception of Barclays’ current accounts, or of Tesco’s ready meals, for example, we ask about their overall perception of the Barclays and Tesco brands.
Data in this Report is drawn from fieldwork conducted between January 2014 and July 2016. Many brands have been covered on multiple occasions and, unless otherwise stated, Mintel’s data refers to the most recent wave of research in which a given brand featured. Please refer to the Report appendix for details of the Reports from which the brand data have been taken.
For the purposes of this Report, Mintel has collated and compared consumer data in regard to trust in major brands operating in the UK across the following sectors:
- Household Care
- Beauty & Personal Care
What you get
This market report provides in-depth analysis and insight supported by a range of data. At the same time, introductory and top-level content is provided to give you an overview of the issues covered.
Mintel provides a range of market information, frequently through the category level, including market size and forecasting, complete with market drivers that illustrate the forces that shape a category or market.
Mintel's proprietary consumer research provides our analysts with the attitudinal and behavioral data used to provide valuable insight to topical issues.
Mintel provides overviews of the top brands and manufacturers, and uses consumer research to explore attitudes and reactions to brands, as well as insight into what will resonate with consumers.
Market reports provide appendices of data to support the research and insight produced. Our tables of data are easily manipulated and downloadable to support your research needs and covers factors from consumer attitudes to market forecasts.
* This is a sample representation of the report layout and does not reflect the research included in this report.
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