Study Confirms
Consumer Buying Power Influenced by Environmental and Social Considerations
October 05, 2005 — By Ethical Corporation
London — Ethical Corporation will hold a 2-day conference on November 22-23,
2005, in London focussing on corporate communication of values to consumers.
A recent study has shown that over the past 3 months, 51 percent of UK consumers
have made a purchase based on environmental or social considerations. The study
found that simply receiving a convincing piece of information from a pressure
group is enough to make almost two thirds of consumers stop buying a brand.
Consumers care, and it is time to get marketing people involved in corporate
responsibility communications.
Traditionally, corporate marketing/communication and corporate responsibility
departments have lived separate lives. Corporate Responsibility departments
often have great stories to tell but are not good at communicating them to
consumers.
When it comes to corporate responsibility, marketers seem to run scared. Why?
Ask any consumer-oriented company why they are not promoting sustainability in
their products and the answer is usually that consumers aren’t sufficiently
interested. This couldn’t be further from the truth.
For the first time, a unique 2-day Conference London on November 22-23,
organised by specialist CSR conference organisers - Ethical Corporation - will
bring together Corporate Marketing/ Communications experts and Corporate
Responsibility leaders under one roof.
Dave Welch, BP’s Marketing Communication Director, will share his insights about
how to develop a clear message and how to translate that message to consumers.
BP’s successful campaign - “That’s a Start” - will provide a framework for his
speech.
Charles Middleton, managing director of Triodos Bank, will talk about the
practical application of values and ethics in the day to day running of the
business. He will also highlight what sort of conflicts they create and discuss
to what extent ethical brands generate value.
BT and Starbucks will discuss why employee identification with their values is
vital for their long-term business success. They'll also highlight how a strong,
values-led corporate identity should involve employees and can increase staff
retention rates, productivity and reputation.
Some of the expert Conference speakers on November 22-23 will include:
Ben&Jerry’s * Green & Black’s * Philips * Virgin * BP * Starbucks * the
Co-operative Bank * BT * Interface * Triodos Bank * the Fairtrade Foundation *
Greenpeace * Marine Stewardship Council * the Soil Association * PR Week *
Ethical Consumer * and many more…
Please vist
www.ethicalcorp.com/consumer/speakers.shtml for the full list of speakers.
To download the FREE PDF brochure of the conference visit
www.ethicalcorp.com/consumer.
Please note that press passes for the mainstream media and some niche
publications are available but limited.
For further information please contact
Anyes Estay
Conference Director
Ethical Corporation
a.estay@ethicalcorp.com