Brands & ethics – Giles Lury in The Times today
Posted by Anne-Cecile Bertrand on May 18, 2010
Comment on this article
We are delighted to announce that our director of branding, Giles Lury, has been featured in today’s The Times supplement ‘Business Ethics’.
The article by Michael Dempsey discusses brands and ethics questioning if linking an ethical stance to your brand boosts its impact and strengthens its standing with customers?
Giles points out “that the notion of what is ethical has changed over time. Look at our attitude towards smoking and tobacco companies, or our shifting approach to alcohol!” Giles thinks that businesses have to identify when an ethical stance becomes pertinent to their consumers, rather than trumpeting about ethics for their own sake. Marks & Spencer scored a palpable hit with its Plan A environmental branding, dispensing with large carrier bags and stressing the recyclable nature of packaging. But Giles asks: “Would they have done it without the wider social shift to green consumption?” Ethical activities do tend to be led by marketing. And how much of this is really relevant to sales? Is ethical airbrushing just a temporary phenomenon? Giles uses the example of Primark for its cheap clothing but subject to harsh criticism recently from the Children’s Society over the sale of padded bikinis aimed at very young girls. Did this ethical furore, which caused the bikini to be withdrawn, damage Primark’s relationship with its customers? …..
The full article can be found in today’s The Times ‘Business Ethics’ supplement.
Please feel free to contact Giles on firstname.lastname@example.org or on +44 (0) 1494 680999 for any questions you should have relating to this article’s topic or any other brand related questions.