Let\u2019s be honest. Our consumption-oriented society is often perceived as incompatible with the words \u201cethical\u201d and \u201csustainable\u201d.<\/p>\n\n\n\n
And worse, we are often not even aware of it.<\/p>\n\n\n\n
When we see giant fast food brands sell unhealthy products to a mass market since years, or large cosmetic brands advertise products with toxic ingredients, we might start wondering if branding and marketing are such great tools after all.<\/p>\n\n\n\n
And this raises a fundamental question:<\/p>\n\n\n\n
Are brands bad for society?<\/strong><\/p>\n\n\n\n The answer is: Well, it depends.<\/p>\n\n\n\n There are all sorts of brands for all types of sectors and actors:<\/p>\n\n\n\n And within each one of these categories you can find brands that are perceived as more ethical\/better for society than others.<\/p>\n\n\n\n A brand itself is neither good nor bad. However, the values, strategies and actions of the company\/organization\/person behind it can influence the perception of the brand as being good or bad, ethical or unethical.<\/strong><\/p>\n\n\n\n In this article we would like to provide some guidance around building ethical brands within the corporate<\/span> sector.<\/p>\n\n\n\n And by ethical brands we mean brands that are created by companies which truly care about the society they belong to, its laws and its living beings. Here we’re not talking about companies that only do so for gaining new clients or some sort of competitive advantage.<\/p>\n\n\n\n Table of Contents<\/p>\n<\/span><\/div>\n\n