Would you boycott a brand over their ethics?
I would, in fact I do. Interestingly, a new Edelman study shows 64% of consumers across 8 key markets including China, India, US, Brazil & U.K are willing to boycott a brand over its ethics (increase of 13% over 12 months). This might just seem like interesting market analysis but it says a lot about the evolving nature of consumers, employees, communities & business leadership. Globally, we continue to see new legislation introduced to combat unethical practices such as unconscionable conduct toward smaller business by big business, deceptive marketing, ‘modern day slavery’ & the appalling treatment of the elderly & disabled.
It is unfortunate that so many ‘leaders’ choose only to address these challenges when they are backed into a corner.
On the plus side, we all know of businesses choosing to put people ahead of profits, choosing to make a positive difference in the world & making proactive changes to their practices.
Well done to all those leaders who have the COURAGE to be part of the evolution of business. If you are a consumer make sure they get your support.
You can also read a version of this blog on linkedin.
