Whether they’re after free range eggs or fair trade fashion, 65% of Brits want brands to do good. But putting these beliefs into practice is no small feat; just 11% exclusively buy from ethical brands. Canvas8 sat down with 20 British men and women to find out what being ethical means to them.
Hannah Elderfield is an associate insight director at Canvas8. With a background in psychology, she’s advised global brands from Nike and Instagram to Perrier Jouet and the British Government. She also leads the Science Of series on the Library, translating advancements from the academic world into actionable insights for members.
Over the last decade, brands have made a real effort to ‘go green’ – and they expect a positive response. But a study by Yale suggests that people are actually less likely to buy if the environmental benefit seems intentional. So how should a brand demonstrate its green credentials?
The collapse of Rana Plaza in 2013 exposed the painful human cost of fast fashion, compelling many retailers to change factory policies. Some entrepreneurs have seen a gap in the market for feel-good garb, but does ethical clothing represent as large an opportunity as some in the industry claim?
Seitan and Fabanaise – that’s ‘wheat meat’ and mayonnaise made with chickpea water – might not have reached the shelves of the average Tesco yet, but veganism is infiltrating the mainstream. How can companies step up to meet the needs of more than half a million Brits who are vegan?
As ethical terms like 'organic' and 'Fairtrade' increasingly make their way into cosmetics and make-up, how many ethical labels is too many? With European consumers already confused by such labels, slapping more of them on tubes and bottles is creating greater uncertainty.