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World Markets/Brands Embrace Ethics
(WORLD) Check out this article entitled 'Ethical Product Marketing—Brave Branding' from the boys and girls at the Ethical Corporation.
Here's a teaser:
At many a corporate citizenship conference in the last few years, conversations have focused on which major brand might be brave enough to launch ethically-branded products first. And then, of course, have to endure even greater NGO and media scrutiny of supply chain conditions they cannot wholly control.
However, the success of other smaller brands that have effectively promoted their ethical values in recent years has persuaded larger companies to sit up and take notice of what many are calling changing market trends and consumer tastes.
So while Nestle and Kraft launched their ethical coffee brands last year, confectionery giant Cadbury Schweppes bought Green & Black's, a niche but fast growing UK-based organic and fair trade chocolate firm. This was a move that added further impetus to the ethical products market.
The growth in corporate ethical product offerings and acquisitions is perhaps not surprising. The Fairtrade market within the UK, for instance, has been growing exponentially. It recorded a 51% growth over 2003 figures to reach the £140 million mark in 2004, while total UK retail sales grew by just 4.6% in the same period.
Filed by DK on April 18 2006
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