People have long been uncomfortable with the idea of companies prospering at the expense of wider communities. Only today it’s more visible, leading people to disassociate with brands that reflect badly on them. That said, consumers aren’t perfect. While research suggests people have a psychological bias to forget a product’s unethical qualities, ethical marketing can even inhibit desire by making consumers believe quality has somehow been sacrificed. In reality, people seek brands that help them do good without having to change much.