The Body Shop once led the world as a sustainable retailer but lost dominance when it failed to respond to growing competition and its customers changing needs.
- Senior Lecturer (Assistant Professor) of Marketing, Auckland University of Technology
People are more likely to donate to charity when the brand shows ‘bravery’ by speaking up about social causes.
Companies are increasingly taking a stand on social and political issues, but they risk alienating customers in the process. Are other brands learning how to benefit from the backlash?
Being an ethical brand can be a complex and often slow process. But with authenticity and the right leadership it can work.
B2B brands taking a public moral or ethical stand are increasingly looking at their suppliers and manufacturers to reflect their own values, but where do they draw the line?
Brands taking a stand on social issues is no longer remarkable — but that only makes it harder to be authentic.
What if lingering in a shop or restaurant is the last thing on your mind? COVID-19 is rewriting the rules of retail.
As Australian tennis player Nick Kyrgios begins his probationary period this week for a pattern of bad behaviour and foul language, his value to sponsors and the sport of tennis remains high.
The advertising boycott of Alan Jones’ radio show highlights which companies advertised on it, but ironically, pulling out now could enhance their brand more than if they had never supported the show.
Gillette recently made headlines with their controversial campaign against toxic masculinity, but other brands appear to be better at taking action.
Research shows that the new trend of activism marketing hinges on whether or not the brand engages in practices that match its message.
Sexism in sport plays out on and off the field. Differences in marketable qualities for endorsement deals as well reactions to male versus female athletes behaving badly are evidence of this.
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