Using vapes for more than two years and with nicotine concentrations above 3% is linked to higher dependence, making it more difficult to stop.
- Associate Professor in Marketing, University of Canterbury
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.
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.
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