"Ethics have become increasingly important to a company’s reputation. In the internet age, consumers can easily access information on a company’s ethical track record and opinions (both positive and negative) can spread quickly through social media. Due to a nearly ceaseless stream of information, consumers are bombarded with issues to care about, and many do feel that they should take a stance in support of or against differing opinions. How they go about showing or demonstrating a commitment, however, varies from passive avoidance (ie, inaction) to zealous evangelism."
- Lauren Bonetto, Lifestyles & Leisure Analyst
This report discusses the following key issues:
People expect ethical behavior – What is the best way to communicate the message? Confusion over ethical terms and icons may lead to rejection Taking a stance on a polarizing issue can attract and repel Big companies struggle with an image problem Consumers more likely to punish the bad than to reward the good