Integrating ethical brands into our consumption lives

Szmigin, Isabelle; Carrigan, Marylyn and O'Loughlin, Deirdre (2007). Integrating ethical brands into our consumption lives. Journal of Brand Management, 14(5) pp. 396–409.

DOI: https://doi.org/10.1057/palgrave.bm.2550084

Abstract

This paper considers the integration of ethical brands into mainstream consumption choices. After examining the growth and success of ethical brands within the last few years, the paper considers the branding issues that are of particular importance to ethical producers. It then identifies four dimensions that help the ethical brand cross the divide between ethical production and consumer acceptance. The four dimensions, Distinction, Love, Hedonism and Aesthetics are explored both from their historical precedence in consumption and in light of how they are integrated into current communications of ethical brands. The paper concludes with some thoughts on the problems and opportunities for ethical brands in mainstream integration.