Tag Archives: Ethical Marketing & the New Consumer

Putting the heart back into business

Heart in Business is a new initiative launched by Andrew Thornton. The philosophy behind the Heart in Business programme is a move away from the current corporate mindset, which puts quarterly profit above everything else, to putting as much value on people, community, environment and real values.

In the Christmas ad war, as British retailers slug it out against German retailers Aldi and Lidl, has Sainsbury’s scored an own goal?

The new Sainsbury’s TV Xmas ad has split the nation. Beautifully shot, it’s a film not an ad. Some love it others think it’s exploiting the Great War just so out ego John Lewis. It’s had lots of complaints including people boycotting the supermarket. Is it a masterpiece or an own goal?

Primark. With soaring profits it can now afford to be more ethical.

ABF’s retail brand Primark has announced a massive growth in sales and profits, expansion into America and better ethical policies. Is the bad guy of retail becoming the good guy?

Is gluten-free just a trend or a real health issue?

This week it was announced that more and more retailers are stocking gluten-free products. Asda has promised to stock at least 8 core gluten-free products in all stores. But is it really because gluten-free has become one of the biggest fads of the last decade?

Will the Facebook ‘Buy Button’ infringe our privacy even more?

It’s a smart idea, even if a few years too late, but Facebook’s new Buy Button could be a great move, for the brand. Or another disaster.

Facebook Buy Button2

It’s currently being piloted in the US and allows brands to post ads on Facebook newsfeed with direct links to purchase. It relies on impulse purchasing, which if well targeted could be successful. If used in a random way, which despite all the data, many ads I see on Facebook are, it will probably disappoint.

Read more on Will the Facebook ‘Buy Button’ infringe our privacy even more?…

“Meat and two buns”. Is Morrison’s a mecca for the unhealthy eater?

This week you would have read that Morrison’s have had a TV ad banned for condoning unhealthy eating. But that’s only part of the story…

Drunken Britain – is the Responsibility Deal the responsible answer to a massive problem?

Despite claims that the Responsibility Deal is delivering against targets, and the revised one will do more, there are those that believe we need a more dramatic solution and legislation, not a voluntary scheme, which could include a total ban on alcohol marketing.

Should Wonga be banned from advertising to protect TV audiences?

If one thing has been shown in the last week, the ASA’s principle values of ‘legal, decent & honest’ doesn’t fit within Wonga’s moral code.

If you want to be a loved brand, engage with communities in the real world and learn to speak people to people (P2P).

Turning your brand into a loved brand is all about people to people, which is why I now advocate all clients drop the term B2C (along with that meaningless A,B,C1 definition) and replace it with P2P.

No sex please, we’re British, Concerned Parents, Religious, Daily Mail readers…

WARNING: EXPLICIT CONTENT. You can’t miss it and it must be one of the most noticeable campaigns of the moment, the poster for the Australian underwear brand AussieBum. And then there’s the H&M one…

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