The head of M&S Sustainable Business tells Marketing Week:
First and foremost, we are very clear that going green will not cost the consumer extra . . . Why should a consumer pay more for a product that has protected the planet and not exploited people? M&S must manage that cost and not pass it on to the consumer.Divine Chocolate--45% owned by cocoa growers who produce Fairtrade-marked cocoa beans--is another brand recognized for its ethics.
Over time, consumers who choose ethical brands tend to be more loyal and accept premium prices for what they view as premium products (because these products don't hurt the planet, for example, or are socially responsible).
Today, no brand can afford to be seen as unethical. With the speed of social media, brands that don't act ethically are quickly exposed.
