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Consumers and Ethical Brands in 2008

In 2007, we undertook the first ever major research into ethical brands and consumers: ‘The Dawn of the Ethical Brand’.

This year we have updated that study with ‘Consumers and Ethical Brands in 2008’, looking at how the ethical consumer landscape has changed over the past year in the UK.

We questioned a sample of 3,000 nationally representative UK consumers (aged 16+), asking the same core set of questions on their ethical perceptions, values and behaviour, to enable us to benchmark the changing trends from last year:

• Appraisal of corporate business ethics, including ‘most ethical brands’ ranking for the UK
• Consumers’ priorities on what defines an ethical brand
• Statements on consumers’ current ethical perceptions and values – what’s important and what’s not.
• Insight and analysis on what this research means for B2B and Consumer brands

New to ‘Consumers and Ethical Brands’ this year are some industry-specific modules which we added, covering:

• technology
• financial
• consumer products & retail
• energy suppliers