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And Neither is Ethical Consumerism (It Just Needs Better Marketing)

While market share for sustainable brands may not always be as high as other brands, current sales are not “the best barometer for ethical sentiment”, according to an article in Harvard Business Review. “Decades of research in psychology and economics establishes that people often want something different in the short term (e.g., chocolate cake) versus the long term (e.g., being skinny). Likewise, people both want to be ethical and they want to ignore ethics.” Effective marketing can nudge consumers to ethical choices, and at the same time engage their brand loyalty.


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