Aveda case study: adapting to the changing developments in ethical consumerism

Published by: Datamonitor

Published: Jul. 7, 2008 - 10 Pages

Table of Contents

Datamonitor view

Catalyst

Summary

Analysis

Aveda has successfully positioned itself as an ethical brand

Ethical consumerism has evolved

Skepticism over business and corporations has created a trust void

Aveda was formed in 1978 and has adopted many sophisticated ethical concepts

Aveda operates and participates in a number of schemes designed to promote environmental issues

Carrying out charity work has helped Aveda publicize its ethical credentials

Aveda shows responsibility when dealing with the environmental impact of its business

Aveda's product line relies on natural ingredients

Natural ingredients have grown in popularity

Aveda's founder continues its ethical lines with Intelligent Nutrients

Being open about sourcing and vocal on the stories behind ingredients helps Aveda connect with consumers

While Aveda has successfully maintained its ethical standing after a takeover, it does not rely solely on its ethical status to sell products

Ethical credentials have been maintained by Aveda after its acquisition by Estee Lauder

The company promotes the tangible benefits of its products as well as their ethical standing

APPENDIX

Case study series

Methodology

Secondary sources

Further reading

Ask the analyst

Datamonitor consulting

Disclaimer

List of Figures

Figure 1: Ethical consumerism has become more complex over time

Figure 2: Aveda's mission statement clearly maps out its ethical credentials

Figure 3: The Earth Month campaign has been successful for Aveda in the last 20 years

Figure 4: Aveda sources ingredients

Figure 5: Aveda provides product ranges designed to cater for several different types of hair

Abstract

• Gain insight into the methods used by important industry players to give them a competitive edge
• Identify specific areas for operational improvements
• Capitalize on the knowledge of experienced companies when entering a new niche or market

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