The Ethical Consumer - US - July 2015
"Ethics have become increasingly important to a company’s reputation. In the internet age, consumers can easily access information on a company’s ethical track record and opinions (both positive and negative) can spread quickly through social media. Due to a nearly ceaseless stream of information, consumers are bombarded with issues to care about, and many do feel that they should take a stance in support of or against differing opinions. How they go about showing or demonstrating a commitment, however, varies from passive avoidance (ie, inaction) to zealous evangelism."
- Lauren Bonetto, Lifestyles & Leisure Analyst
This report discusses the following key issues:
- People expect ethical behavior – What is the best way to communicate the message?
- Confusion over ethical terms and icons may lead to rejection
- Taking a stance on a polarizing issue can attract and repel
- Big companies struggle with an image problem
- Consumers more likely to punish the bad than to reward the good
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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