Ethical Issues in Consumer Buying Behavior - Ethical Consumerism
Economic theory suggests that consumers seek to maximize utility (the total
satisfaction received from consuming a product or service) at the lowest cost
possible, so it follows that firms that have higher costs of production will be
driven out of the market. Recently, more and more firms have started using
“ethical” labels as a means of product differentiation, a marketing strategy in
which a brand identifies the one thing that makes it genuinely different from
competitors and then leverages that notion in its branding and messaging. But
what does this look like in action? Let’s take a quick look at one popular brand
that honed its differentiation strategy and succeeded as a result. Like many fast-
food chains, Chipotle (see Figure 3.13) focuses on the quality of its ingredients
above all else. One of the brand’s hallmarks is that it works with family farmers
within a 130-mile radius of each of its locations and attempts whenever possible
to source local and sustainably raised ingredients. Additionally, Chipotle
eliminated genetically modified (GMO) foods from its menu, citing public
concerns about the safety of genetically modified ingredients.
Are You an Ethical Consumer? At its most basic level, being an ethical
consumer simply means choosing goods that are ethically sourced, produced,
and distributed. Ethical consumerism has become something of a buzzword
over the last decade, and organizations are taking notice of consumers’
expectations in terms of social and environmental practices. Consider some
statistics to better understand how consumers put ethical consumerism in
practice: • According to a Statista poll, 90 percent of US survey respondents
indicated that they would boycott a brand if they discovered that the company
was engaged in irresponsible business practices.24 • Research from Mintel, a
market research firm, indicates that 56 percent of US consumers indicate that
they would no longer do business with organizations they believe to be
unethical.25 • A recent survey showed that consumers seek a match between
their beliefs and those exemplified by the organization. According to the survey,
an overwhelming 72 percent of respondents indicated that they purchase goods
and services from companies with beliefs similar to theirs in terms of
environmental preservation and child labor.26 By choosing brands that align
with their values, consumers are voting with their pocketbooks. Modern
consumers are more than willing to take their business elsewhere if they
perceive a disconnect between their values and those of the organization, and
they will likely share their sentiments on social media.
Economic theory suggests that consumers seek to maximize utility (the total
satisfaction received from consuming a product or service) at the lowest cost
possible, so it follows that firms that have higher costs of production will be
driven out of the market. Recently, more and more firms have started using
“ethical” labels as a means of product differentiation, a marketing strategy in
which a brand identifies the one thing that makes it genuinely different from
competitors and then leverages that notion in its branding and messaging. But
what does this look like in action? Let’s take a quick look at one popular brand
that honed its differentiation strategy and succeeded as a result. Like many fast-
food chains, Chipotle (see Figure 3.13) focuses on the quality of its ingredients
above all else. One of the brand’s hallmarks is that it works with family farmers
within a 130-mile radius of each of its locations and attempts whenever possible
to source local and sustainably raised ingredients. Additionally, Chipotle
eliminated genetically modified (GMO) foods from its menu, citing public
concerns about the safety of genetically modified ingredients.
Are You an Ethical Consumer? At its most basic level, being an ethical
consumer simply means choosing goods that are ethically sourced, produced,
and distributed. Ethical consumerism has become something of a buzzword
over the last decade, and organizations are taking notice of consumers’
expectations in terms of social and environmental practices. Consider some
statistics to better understand how consumers put ethical consumerism in
practice: • According to a Statista poll, 90 percent of US survey respondents
indicated that they would boycott a brand if they discovered that the company
was engaged in irresponsible business practices.24 • Research from Mintel, a
market research firm, indicates that 56 percent of US consumers indicate that
they would no longer do business with organizations they believe to be
unethical.25 • A recent survey showed that consumers seek a match between
their beliefs and those exemplified by the organization. According to the survey,
an overwhelming 72 percent of respondents indicated that they purchase goods
and services from companies with beliefs similar to theirs in terms of
environmental preservation and child labor.26 By choosing brands that align
with their values, consumers are voting with their pocketbooks. Modern
consumers are more than willing to take their business elsewhere if they
perceive a disconnect between their values and those of the organization, and
they will likely share their sentiments on social media.
Economic theory suggests that consumers seek to maximize utility (the total
satisfaction received from consuming a product or service) at the lowest cost
possible, so it follows that firms that have higher costs of production will be
driven out of the market. Recently, more and more firms have started using
“ethical” labels as a means of product differentiation, a marketing strategy in
which a brand identifies the one thing that makes it genuinely different from
competitors and then leverages that notion in its branding and messaging. But
what does this look like in action? Let’s take a quick look at one popular brand
that honed its differentiation strategy and succeeded as a result. Like many fast-
food chains, Chipotle (see Figure 3.13) focuses on the quality of its ingredients
above all else. One of the brand’s hallmarks is that it works with family farmers
within a 130-mile radius of each of its locations and attempts whenever possible
to source local and sustainably raised ingredients. Additionally, Chipotle
eliminated genetically modified (GMO) foods from its menu, citing public
concerns about the safety of genetically modified ingredients.
Are You an Ethical Consumer? At its most basic level, being an ethical
consumer simply means choosing goods that are ethically sourced, produced,
and distributed. Ethical consumerism has become something of a buzzword
over the last decade, and organizations are taking notice of consumers’
expectations in terms of social and environmental practices. Consider some
statistics to better understand how consumers put ethical consumerism in
practice: • According to a Statista poll, 90 percent of US survey respondents
indicated that they would boycott a brand if they discovered that the company
was engaged in irresponsible business practices.24 • Research from Mintel, a
market research firm, indicates that 56 percent of US consumers indicate that
they would no longer do business with organizations they believe to be
unethical.25 • A recent survey showed that consumers seek a match between
their beliefs and those exemplified by the organization. According to the survey,
an overwhelming 72 percent of respondents indicated that they purchase goods
and services from companies with beliefs similar to theirs in terms of
environmental preservation and child labor.26 By choosing brands that align
with their values, consumers are voting with their pocketbooks. Modern
consumers are more than willing to take their business elsewhere if they
perceive a disconnect between their values and those of the organization, and
they will likely share their sentiments on social media.
Economic theory suggests that consumers seek to maximize utility (the total
satisfaction received from consuming a product or service) at the lowest cost
possible, so it follows that firms that have higher costs of production will be
driven out of the market. Recently, more and more firms have started using
“ethical” labels as a means of product differentiation, a marketing strategy in
which a brand identifies the one thing that makes it genuinely different from
competitors and then leverages that notion in its branding and messaging. But
what does this look like in action? Let’s take a quick look at one popular brand
that honed its differentiation strategy and succeeded as a result. Like many fast-
food chains, Chipotle (see Figure 3.13) focuses on the quality of its ingredients
above all else. One of the brand’s hallmarks is that it works with family farmers
within a 130-mile radius of each of its locations and attempts whenever possible
to source local and sustainably raised ingredients. Additionally, Chipotle
eliminated genetically modified (GMO) foods from its menu, citing public
concerns about the safety of genetically modified ingredients.
Are You an Ethical Consumer? At its most basic level, being an ethical
consumer simply means choosing goods that are ethically sourced, produced,
and distributed. Ethical consumerism has become something of a buzzword
over the last decade, and organizations are taking notice of consumers’
expectations in terms of social and environmental practices. Consider some
statistics to better understand how consumers put ethical consumerism in
practice: • According to a Statista poll, 90 percent of US survey respondents
indicated that they would boycott a brand if they discovered that the company
was engaged in irresponsible business practices.24 • Research from Mintel, a
market research firm, indicates that 56 percent of US consumers indicate that
they would no longer do business with organizations they believe to be
unethical.25 • A recent survey showed that consumers seek a match between
their beliefs and those exemplified by the organization. According to the survey,
an overwhelming 72 percent of respondents indicated that they purchase goods
and services from companies with beliefs similar to theirs in terms of
environmental preservation and child labor.26 By choosing brands that align
with their values, consumers are voting with their pocketbooks. Modern
consumers are more than willing to take their business elsewhere if they
perceive a disconnect between their values and those of the organization, and
they will likely share their sentiments on social media.
Economic theory suggests that consumers seek to maximize utility (the total
satisfaction received from consuming a product or service) at the lowest cost
possible, so it follows that firms that have higher costs of production will be
driven out of the market. Recently, more and more firms have started using
“ethical” labels as a means of product differentiation, a marketing strategy in
which a brand identifies the one thing that makes it genuinely different from
competitors and then leverages that notion in its branding and messaging. But
what does this look like in action? Let’s take a quick look at one popular brand
that honed its differentiation strategy and succeeded as a result. Like many fast-
food chains, Chipotle (see Figure 3.13) focuses on the quality of its ingredients
above all else. One of the brand’s hallmarks is that it works with family farmers
within a 130-mile radius of each of its locations and attempts whenever possible
to source local and sustainably raised ingredients. Additionally, Chipotle
eliminated genetically modified (GMO) foods from its menu, citing public
concerns about the safety of genetically modified ingredients.
Are You an Ethical Consumer? At its most basic level, being an ethical
consumer simply means choosing goods that are ethically sourced, produced,
and distributed. Ethical consumerism has become something of a buzzword
over the last decade, and organizations are taking notice of consumers’
expectations in terms of social and environmental practices. Consider some
statistics to better understand how consumers put ethical consumerism in
practice: • According to a Statista poll, 90 percent of US survey respondents
indicated that they would boycott a brand if they discovered that the company
was engaged in irresponsible business practices.24 • Research from Mintel, a
market research firm, indicates that 56 percent of US consumers indicate that
they would no longer do business with organizations they believe to be
unethical.25 • A recent survey showed that consumers seek a match between
their beliefs and those exemplified by the organization. According to the survey,
an overwhelming 72 percent of respondents indicated that they purchase goods
and services from companies with beliefs similar to theirs in terms of
environmental preservation and child labor.26 By choosing brands that align
with their values, consumers are voting with their pocketbooks. Modern
consumers are more than willing to take their business elsewhere if they
perceive a disconnect between their values and those of the organization, and
they will likely share their sentiments on social media.
Economic theory suggests that consumers seek to maximize utility (the total
satisfaction received from consuming a product or service) at the lowest cost
possible, so it follows that firms that have higher costs of production will be
driven out of the market. Recently, more and more firms have started using
“ethical” labels as a means of product differentiation, a marketing strategy in
which a brand identifies the one thing that makes it genuinely different from
competitors and then leverages that notion in its branding and messaging. But
what does this look like in action? Let’s take a quick look at one popular brand
that honed its differentiation strategy and succeeded as a result. Like many fast-
food chains, Chipotle (see Figure 3.13) focuses on the quality of its ingredients
above all else. One of the brand’s hallmarks is that it works with family farmers
within a 130-mile radius of each of its locations and attempts whenever possible
to source local and sustainably raised ingredients. Additionally, Chipotle
eliminated genetically modified (GMO) foods from its menu, citing public
concerns about the safety of genetically modified ingredients.
Are You an Ethical Consumer? At its most basic level, being an ethical
consumer simply means choosing goods that are ethically sourced, produced,
and distributed. Ethical consumerism has become something of a buzzword
over the last decade, and organizations are taking notice of consumers’
expectations in terms of social and environmental practices. Consider some
statistics to better understand how consumers put ethical consumerism in
practice: • According to a Statista poll, 90 percent of US survey respondents
indicated that they would boycott a brand if they discovered that the company
was engaged in irresponsible business practices.24 • Research from Mintel, a
market research firm, indicates that 56 percent of US consumers indicate that
they would no longer do business with organizations they believe to be
unethical.25 • A recent survey showed that consumers seek a match between
their beliefs and those exemplified by the organization. According to the survey,
an overwhelming 72 percent of respondents indicated that they purchase goods
and services from companies with beliefs similar to theirs in terms of
environmental preservation and child labor.26 By choosing brands that align
with their values, consumers are voting with their pocketbooks. Modern
consumers are more than willing to take their business elsewhere if they
perceive a disconnect between their values and those of the organization, and
they will likely share their sentiments on social media.
Economic theory suggests that consumers seek to maximize utility (the total
satisfaction received from consuming a product or service) at the lowest cost
possible, so it follows that firms that have higher costs of production will be
driven out of the market. Recently, more and more firms have started using
“ethical” labels as a means of product differentiation, a marketing strategy in
which a brand identifies the one thing that makes it genuinely different from
competitors and then leverages that notion in its branding and messaging. But
what does this look like in action? Let’s take a quick look at one popular brand
that honed its differentiation strategy and succeeded as a result. Like many fast-
food chains, Chipotle (see Figure 3.13) focuses on the quality of its ingredients
above all else. One of the brand’s hallmarks is that it works with family farmers
within a 130-mile radius of each of its locations and attempts whenever possible
to source local and sustainably raised ingredients. Additionally, Chipotle
eliminated genetically modified (GMO) foods from its menu, citing public
concerns about the safety of genetically modified ingredients.
Are You an Ethical Consumer? At its most basic level, being an ethical
consumer simply means choosing goods that are ethically sourced, produced,
and distributed. Ethical consumerism has become something of a buzzword
over the last decade, and organizations are taking notice of consumers’
expectations in terms of social and environmental practices. Consider some
statistics to better understand how consumers put ethical consumerism in
practice: • According to a Statista poll, 90 percent of US survey respondents
indicated that they would boycott a brand if they discovered that the company
was engaged in irresponsible business practices.24 • Research from Mintel, a
market research firm, indicates that 56 percent of US consumers indicate that
they would no longer do business with organizations they believe to be
unethical.25 • A recent survey showed that consumers seek a match between
their beliefs and those exemplified by the organization. According to the survey,
an overwhelming 72 percent of respondents indicated that they purchase goods
and services from companies with beliefs similar to theirs in terms of
environmental preservation and child labor.26 By choosing brands that align
with their values, consumers are voting with their pocketbooks. Modern
consumers are more than willing to take their business elsewhere if they
perceive a disconnect between their values and those of the organization, and
they will likely share their sentiments on social media.
Economic theory suggests that consumers seek to maximize utility (the total
satisfaction received from consuming a product or service) at the lowest cost
possible, so it follows that firms that have higher costs of production will be
driven out of the market. Recently, more and more firms have started using
“ethical” labels as a means of product differentiation, a marketing strategy in
which a brand identifies the one thing that makes it genuinely different from
competitors and then leverages that notion in its branding and messaging. But
what does this look like in action? Let’s take a quick look at one popular brand
that honed its differentiation strategy and succeeded as a result. Like many fast-
food chains, Chipotle (see Figure 3.13) focuses on the quality of its ingredients
above all else. One of the brand’s hallmarks is that it works with family farmers
within a 130-mile radius of each of its locations and attempts whenever possible
to source local and sustainably raised ingredients. Additionally, Chipotle
eliminated genetically modified (GMO) foods from its menu, citing public
concerns about the safety of genetically modified ingredients.
Are You an Ethical Consumer? At its most basic level, being an ethical
consumer simply means choosing goods that are ethically sourced, produced,
and distributed. Ethical consumerism has become something of a buzzword
over the last decade, and organizations are taking notice of consumers’
expectations in terms of social and environmental practices. Consider some
statistics to better understand how consumers put ethical consumerism in
practice: • According to a Statista poll, 90 percent of US survey respondents
indicated that they would boycott a brand if they discovered that the company
was engaged in irresponsible business practices.24 • Research from Mintel, a
market research firm, indicates that 56 percent of US consumers indicate that
they would no longer do business with organizations they believe to be
unethical.25 • A recent survey showed that consumers seek a match between
their beliefs and those exemplified by the organization. According to the survey,
an overwhelming 72 percent of respondents indicated that they purchase goods
and services from companies with beliefs similar to theirs in terms of
environmental preservation and child labor.26 By choosing brands that align
with their values, consumers are voting with their pocketbooks. Modern
consumers are more than willing to take their business elsewhere if they
perceive a disconnect between their values and those of the organization, and
they will likely share their sentiments on social media.
Economic theory suggests that consumers seek to maximize utility (the total
satisfaction received from consuming a product or service) at the lowest cost
possible, so it follows that firms that have higher costs of production will be
driven out of the market. Recently, more and more firms have started using
“ethical” labels as a means of product differentiation, a marketing strategy in
which a brand identifies the one thing that makes it genuinely different from
competitors and then leverages that notion in its branding and messaging. But
what does this look like in action? Let’s take a quick look at one popular brand
that honed its differentiation strategy and succeeded as a result. Like many fast-
food chains, Chipotle (see Figure 3.13) focuses on the quality of its ingredients
above all else. One of the brand’s hallmarks is that it works with family farmers
within a 130-mile radius of each of its locations and attempts whenever possible
to source local and sustainably raised ingredients. Additionally, Chipotle
eliminated genetically modified (GMO) foods from its menu, citing public
concerns about the safety of genetically modified ingredients.
Are You an Ethical Consumer? At its most basic level, being an ethical
consumer simply means choosing goods that are ethically sourced, produced,
and distributed. Ethical consumerism has become something of a buzzword
over the last decade, and organizations are taking notice of consumers’
expectations in terms of social and environmental practices. Consider some
statistics to better understand how consumers put ethical consumerism in
practice: • According to a Statista poll, 90 percent of US survey respondents
indicated that they would boycott a brand if they discovered that the company
was engaged in irresponsible business practices.24 • Research from Mintel, a
market research firm, indicates that 56 percent of US consumers indicate that
they would no longer do business with organizations they believe to be
unethical.25 • A recent survey showed that consumers seek a match between
their beliefs and those exemplified by the organization. According to the survey,
an overwhelming 72 percent of respondents indicated that they purchase goods
and services from companies with beliefs similar to theirs in terms of
environmental preservation and child labor.26 By choosing brands that align
with their values, consumers are voting with their pocketbooks. Modern
consumers are more than willing to take their business elsewhere if they
perceive a disconnect between their values and those of the organization, and
they will likely share their sentiments on social media.
Economic theory suggests that consumers seek to maximize utility (the total
satisfaction received from consuming a product or service) at the lowest cost
possible, so it follows that firms that have higher costs of production will be
driven out of the market. Recently, more and more firms have started using
“ethical” labels as a means of product differentiation, a marketing strategy in
which a brand identifies the one thing that makes it genuinely different from
competitors and then leverages that notion in its branding and messaging. But
what does this look like in action? Let’s take a quick look at one popular brand
that honed its differentiation strategy and succeeded as a result. Like many fast-
food chains, Chipotle (see Figure 3.13) focuses on the quality of its ingredients
above all else. One of the brand’s hallmarks is that it works with family farmers
within a 130-mile radius of each of its locations and attempts whenever possible
to source local and sustainably raised ingredients. Additionally, Chipotle
eliminated genetically modified (GMO) foods from its menu, citing public
concerns about the safety of genetically modified ingredients.
Are You an Ethical Consumer? At its most basic level, being an ethical
consumer simply means choosing goods that are ethically sourced, produced,
and distributed. Ethical consumerism has become something of a buzzword
over the last decade, and organizations are taking notice of consumers’
expectations in terms of social and environmental practices. Consider some
statistics to better understand how consumers put ethical consumerism in
practice: • According to a Statista poll, 90 percent of US survey respondents
indicated that they would boycott a brand if they discovered that the company
was engaged in irresponsible business practices.24 • Research from Mintel, a
market research firm, indicates that 56 percent of US consumers indicate that
they would no longer do business with organizations they believe to be
unethical.25 • A recent survey showed that consumers seek a match between
their beliefs and those exemplified by the organization. According to the survey,
an overwhelming 72 percent of respondents indicated that they purchase goods
and services from companies with beliefs similar to theirs in terms of
environmental preservation and child labor.26 By choosing brands that align
with their values, consumers are voting with their pocketbooks. Modern
consumers are more than willing to take their business elsewhere if they
perceive a disconnect between their values and those of the organization, and
they will likely share their sentiments on social media.
Economic theory suggests that consumers seek to maximize utility (the total
satisfaction received from consuming a product or service) at the lowest cost
possible, so it follows that firms that have higher costs of production will be
driven out of the market. Recently, more and more firms have started using
“ethical” labels as a means of product differentiation, a marketing strategy in
which a brand identifies the one thing that makes it genuinely different from
competitors and then leverages that notion in its branding and messaging. But
what does this look like in action? Let’s take a quick look at one popular brand
that honed its differentiation strategy and succeeded as a result. Like many fast-
food chains, Chipotle (see Figure 3.13) focuses on the quality of its ingredients
above all else. One of the brand’s hallmarks is that it works with family farmers
within a 130-mile radius of each of its locations and attempts whenever possible
to source local and sustainably raised ingredients. Additionally, Chipotle
eliminated genetically modified (GMO) foods from its menu, citing public
concerns about the safety of genetically modified ingredients.
Are You an Ethical Consumer? At its most basic level, being an ethical
consumer simply means choosing goods that are ethically sourced, produced,
and distributed. Ethical consumerism has become something of a buzzword
over the last decade, and organizations are taking notice of consumers’
expectations in terms of social and environmental practices. Consider some
statistics to better understand how consumers put ethical consumerism in
practice: • According to a Statista poll, 90 percent of US survey respondents
indicated that they would boycott a brand if they discovered that the company
was engaged in irresponsible business practices.24 • Research from Mintel, a
market research firm, indicates that 56 percent of US consumers indicate that
they would no longer do business with organizations they believe to be
unethical.25 • A recent survey showed that consumers seek a match between
their beliefs and those exemplified by the organization. According to the survey,
an overwhelming 72 percent of respondents indicated that they purchase goods
and services from companies with beliefs similar to theirs in terms of
environmental preservation and child labor.26 By choosing brands that align
with their values, consumers are voting with their pocketbooks. Modern
consumers are more than willing to take their business elsewhere if they
perceive a disconnect between their values and those of the organization, and
they will likely share their sentiments on social media.
Economic theory suggests that consumers seek to maximize utility (the total
satisfaction received from consuming a product or service) at the lowest cost
possible, so it follows that firms that have higher costs of production will be
driven out of the market. Recently, more and more firms have started using
“ethical” labels as a means of product differentiation, a marketing strategy in
which a brand identifies the one thing that makes it genuinely different from
competitors and then leverages that notion in its branding and messaging. But
what does this look like in action? Let’s take a quick look at one popular brand
that honed its differentiation strategy and succeeded as a result. Like many fast-
food chains, Chipotle (see Figure 3.13) focuses on the quality of its ingredients
above all else. One of the brand’s hallmarks is that it works with family farmers
within a 130-mile radius of each of its locations and attempts whenever possible
to source local and sustainably raised ingredients. Additionally, Chipotle
eliminated genetically modified (GMO) foods from its menu, citing public
concerns about the safety of genetically modified ingredients.
Are You an Ethical Consumer? At its most basic level, being an ethical
consumer simply means choosing goods that are ethically sourced, produced,
and distributed. Ethical consumerism has become something of a buzzword
over the last decade, and organizations are taking notice of consumers’
expectations in terms of social and environmental practices. Consider some
statistics to better understand how consumers put ethical consumerism in
practice: • According to a Statista poll, 90 percent of US survey respondents
indicated that they would boycott a brand if they discovered that the company
was engaged in irresponsible business practices.24 • Research from Mintel, a
market research firm, indicates that 56 percent of US consumers indicate that
they would no longer do business with organizations they believe to be
unethical.25 • A recent survey showed that consumers seek a match between
their beliefs and those exemplified by the organization. According to the survey,
an overwhelming 72 percent of respondents indicated that they purchase goods
and services from companies with beliefs similar to theirs in terms of
environmental preservation and child labor.26 By choosing brands that align
with their values, consumers are voting with their pocketbooks. Modern
consumers are more than willing to take their business elsewhere if they
perceive a disconnect between their values and those of the organization, and
they will likely share their sentiments on social media.
Economic theory suggests that consumers seek to maximize utility (the total
satisfaction received from consuming a product or service) at the lowest cost
possible, so it follows that firms that have higher costs of production will be
driven out of the market. Recently, more and more firms have started using
“ethical” labels as a means of product differentiation, a marketing strategy in
which a brand identifies the one thing that makes it genuinely different from
competitors and then leverages that notion in its branding and messaging. But
what does this look like in action? Let’s take a quick look at one popular brand
that honed its differentiation strategy and succeeded as a result. Like many fast-
food chains, Chipotle (see Figure 3.13) focuses on the quality of its ingredients
above all else. One of the brand’s hallmarks is that it works with family farmers
within a 130-mile radius of each of its locations and attempts whenever possible
to source local and sustainably raised ingredients. Additionally, Chipotle
eliminated genetically modified (GMO) foods from its menu, citing public
concerns about the safety of genetically modified ingredients.
Are You an Ethical Consumer? At its most basic level, being an ethical
consumer simply means choosing goods that are ethically sourced, produced,
and distributed. Ethical consumerism has become something of a buzzword
over the last decade, and organizations are taking notice of consumers’
expectations in terms of social and environmental practices. Consider some
statistics to better understand how consumers put ethical consumerism in
practice: • According to a Statista poll, 90 percent of US survey respondents
indicated that they would boycott a brand if they discovered that the company
was engaged in irresponsible business practices.24 • Research from Mintel, a
market research firm, indicates that 56 percent of US consumers indicate that
they would no longer do business with organizations they believe to be
unethical.25 • A recent survey showed that consumers seek a match between
their beliefs and those exemplified by the organization. According to the survey,
an overwhelming 72 percent of respondents indicated that they purchase goods
and services from companies with beliefs similar to theirs in terms of
environmental preservation and child labor.26 By choosing brands that align
with their values, consumers are voting with their pocketbooks. Modern
consumers are more than willing to take their business elsewhere if they
perceive a disconnect between their values and those of the organization, and
they will likely share their sentiments on social media.
Economic theory suggests that consumers seek to maximize utility (the total
satisfaction received from consuming a product or service) at the lowest cost
possible, so it follows that firms that have higher costs of production will be
driven out of the market. Recently, more and more firms have started using
“ethical” labels as a means of product differentiation, a marketing strategy in
which a brand identifies the one thing that makes it genuinely different from
competitors and then leverages that notion in its branding and messaging. But
what does this look like in action? Let’s take a quick look at one popular brand
that honed its differentiation strategy and succeeded as a result. Like many fast-
food chains, Chipotle (see Figure 3.13) focuses on the quality of its ingredients
above all else. One of the brand’s hallmarks is that it works with family farmers
within a 130-mile radius of each of its locations and attempts whenever possible
to source local and sustainably raised ingredients. Additionally, Chipotle
eliminated genetically modified (GMO) foods from its menu, citing public
concerns about the safety of genetically modified ingredients.
Are You an Ethical Consumer? At its most basic level, being an ethical
consumer simply means choosing goods that are ethically sourced, produced,
and distributed. Ethical consumerism has become something of a buzzword
over the last decade, and organizations are taking notice of consumers’
expectations in terms of social and environmental practices. Consider some
statistics to better understand how consumers put ethical consumerism in
practice: • According to a Statista poll, 90 percent of US survey respondents
indicated that they would boycott a brand if they discovered that the company
was engaged in irresponsible business practices.24 • Research from Mintel, a
market research firm, indicates that 56 percent of US consumers indicate that
they would no longer do business with organizations they believe to be
unethical.25 • A recent survey showed that consumers seek a match between
their beliefs and those exemplified by the organization. According to the survey,
an overwhelming 72 percent of respondents indicated that they purchase goods
and services from companies with beliefs similar to theirs in terms of
environmental preservation and child labor.26 By choosing brands that align
with their values, consumers are voting with their pocketbooks. Modern
consumers are more than willing to take their business elsewhere if they
perceive a disconnect between their values and those of the organization, and
they will likely share their sentiments on social media.
Economic theory suggests that consumers seek to maximize utility (the total
satisfaction received from consuming a product or service) at the lowest cost
possible, so it follows that firms that have higher costs of production will be
driven out of the market. Recently, more and more firms have started using
“ethical” labels as a means of product differentiation, a marketing strategy in
which a brand identifies the one thing that makes it genuinely different from
competitors and then leverages that notion in its branding and messaging. But
what does this look like in action? Let’s take a quick look at one popular brand
that honed its differentiation strategy and succeeded as a result. Like many fast-
food chains, Chipotle (see Figure 3.13) focuses on the quality of its ingredients
above all else. One of the brand’s hallmarks is that it works with family farmers
within a 130-mile radius of each of its locations and attempts whenever possible
to source local and sustainably raised ingredients. Additionally, Chipotle
eliminated genetically modified (GMO) foods from its menu, citing public
concerns about the safety of genetically modified ingredients.
Are You an Ethical Consumer? At its most basic level, being an ethical
consumer simply means choosing goods that are ethically sourced, produced,
and distributed. Ethical consumerism has become something of a buzzword
over the last decade, and organizations are taking notice of consumers’
expectations in terms of social and environmental practices. Consider some
statistics to better understand how consumers put ethical consumerism in
practice: • According to a Statista poll, 90 percent of US survey respondents
indicated that they would boycott a brand if they discovered that the company
was engaged in irresponsible business practices.24 • Research from Mintel, a
market research firm, indicates that 56 percent of US consumers indicate that
they would no longer do business with organizations they believe to be
unethical.25 • A recent survey showed that consumers seek a match between
their beliefs and those exemplified by the organization. According to the survey,
an overwhelming 72 percent of respondents indicated that they purchase goods
and services from companies with beliefs similar to theirs in terms of
environmental preservation and child labor.26 By choosing brands that align
with their values, consumers are voting with their pocketbooks. Modern
consumers are more than willing to take their business elsewhere if they
perceive a disconnect between their values and those of the organization, and
they will likely share their sentiments on social media.
Economic theory suggests that consumers seek to maximize utility (the total
satisfaction received from consuming a product or service) at the lowest cost
possible, so it follows that firms that have higher costs of production will be
driven out of the market. Recently, more and more firms have started using
“ethical” labels as a means of product differentiation, a marketing strategy in
which a brand identifies the one thing that makes it genuinely different from
competitors and then leverages that notion in its branding and messaging. But
what does this look like in action? Let’s take a quick look at one popular brand
that honed its differentiation strategy and succeeded as a result. Like many fast-
food chains, Chipotle (see Figure 3.13) focuses on the quality of its ingredients
above all else. One of the brand’s hallmarks is that it works with family farmers
within a 130-mile radius of each of its locations and attempts whenever possible
to source local and sustainably raised ingredients. Additionally, Chipotle
eliminated genetically modified (GMO) foods from its menu, citing public
concerns about the safety of genetically modified ingredients.
Are You an Ethical Consumer? At its most basic level, being an ethical
consumer simply means choosing goods that are ethically sourced, produced,
and distributed. Ethical consumerism has become something of a buzzword
over the last decade, and organizations are taking notice of consumers’
expectations in terms of social and environmental practices. Consider some
statistics to better understand how consumers put ethical consumerism in
practice: • According to a Statista poll, 90 percent of US survey respondents
indicated that they would boycott a brand if they discovered that the company
was engaged in irresponsible business practices.24 • Research from Mintel, a
market research firm, indicates that 56 percent of US consumers indicate that
they would no longer do business with organizations they believe to be
unethical.25 • A recent survey showed that consumers seek a match between
their beliefs and those exemplified by the organization. According to the survey,
an overwhelming 72 percent of respondents indicated that they purchase goods
and services from companies with beliefs similar to theirs in terms of
environmental preservation and child labor.26 By choosing brands that align
with their values, consumers are voting with their pocketbooks. Modern
consumers are more than willing to take their business elsewhere if they
perceive a disconnect between their values and those of the organization, and
they will likely share their sentiments on social media.
Economic theory suggests that consumers seek to maximize utility (the total
satisfaction received from consuming a product or service) at the lowest cost
possible, so it follows that firms that have higher costs of production will be
driven out of the market. Recently, more and more firms have started using
“ethical” labels as a means of product differentiation, a marketing strategy in
which a brand identifies the one thing that makes it genuinely different from
competitors and then leverages that notion in its branding and messaging. But
what does this look like in action? Let’s take a quick look at one popular brand
that honed its differentiation strategy and succeeded as a result. Like many fast-
food chains, Chipotle (see Figure 3.13) focuses on the quality of its ingredients
above all else. One of the brand’s hallmarks is that it works with family farmers
within a 130-mile radius of each of its locations and attempts whenever possible
to source local and sustainably raised ingredients. Additionally, Chipotle
eliminated genetically modified (GMO) foods from its menu, citing public
concerns about the safety of genetically modified ingredients.
Are You an Ethical Consumer? At its most basic level, being an ethical
consumer simply means choosing goods that are ethically sourced, produced,
and distributed. Ethical consumerism has become something of a buzzword
over the last decade, and organizations are taking notice of consumers’
expectations in terms of social and environmental practices. Consider some
statistics to better understand how consumers put ethical consumerism in
practice: • According to a Statista poll, 90 percent of US survey respondents
indicated that they would boycott a brand if they discovered that the company
was engaged in irresponsible business practices.24 • Research from Mintel, a
market research firm, indicates that 56 percent of US consumers indicate that
they would no longer do business with organizations they believe to be
unethical.25 • A recent survey showed that consumers seek a match between
their beliefs and those exemplified by the organization. According to the survey,
an overwhelming 72 percent of respondents indicated that they purchase goods
and services from companies with beliefs similar to theirs in terms of
environmental preservation and child labor.26 By choosing brands that align
with their values, consumers are voting with their pocketbooks. Modern
consumers are more than willing to take their business elsewhere if they
perceive a disconnect between their values and those of the organization, and
they will likely share their sentiments on social media.
Economic theory suggests that consumers seek to maximize utility (the total
satisfaction received from consuming a product or service) at the lowest cost
possible, so it follows that firms that have higher costs of production will be
driven out of the market. Recently, more and more firms have started using
“ethical” labels as a means of product differentiation, a marketing strategy in
which a brand identifies the one thing that makes it genuinely different from
competitors and then leverages that notion in its branding and messaging. But
what does this look like in action? Let’s take a quick look at one popular brand
that honed its differentiation strategy and succeeded as a result. Like many fast-
food chains, Chipotle (see Figure 3.13) focuses on the quality of its ingredients
above all else. One of the brand’s hallmarks is that it works with family farmers
within a 130-mile radius of each of its locations and attempts whenever possible
to source local and sustainably raised ingredients. Additionally, Chipotle
eliminated genetically modified (GMO) foods from its menu, citing public
concerns about the safety of genetically modified ingredients.
Are You an Ethical Consumer? At its most basic level, being an ethical
consumer simply means choosing goods that are ethically sourced, produced,
and distributed. Ethical consumerism has become something of a buzzword
over the last decade, and organizations are taking notice of consumers’
expectations in terms of social and environmental practices. Consider some
statistics to better understand how consumers put ethical consumerism in
practice: • According to a Statista poll, 90 percent of US survey respondents
indicated that they would boycott a brand if they discovered that the company
was engaged in irresponsible business practices.24 • Research from Mintel, a
market research firm, indicates that 56 percent of US consumers indicate that
they would no longer do business with organizations they believe to be
unethical.25 • A recent survey showed that consumers seek a match between
their beliefs and those exemplified by the organization. According to the survey,
an overwhelming 72 percent of respondents indicated that they purchase goods
and services from companies with beliefs similar to theirs in terms of
environmental preservation and child labor.26 By choosing brands that align
with their values, consumers are voting with their pocketbooks. Modern
consumers are more than willing to take their business elsewhere if they
perceive a disconnect between their values and those of the organization, and
they will likely share their sentiments on social media.
Economic theory suggests that consumers seek to maximize utility (the total
satisfaction received from consuming a product or service) at the lowest cost
possible, so it follows that firms that have higher costs of production will be
driven out of the market. Recently, more and more firms have started using
“ethical” labels as a means of product differentiation, a marketing strategy in
which a brand identifies the one thing that makes it genuinely different from
competitors and then leverages that notion in its branding and messaging. But
what does this look like in action? Let’s take a quick look at one popular brand
that honed its differentiation strategy and succeeded as a result. Like many fast-
food chains, Chipotle (see Figure 3.13) focuses on the quality of its ingredients
above all else. One of the brand’s hallmarks is that it works with family farmers
within a 130-mile radius of each of its locations and attempts whenever possible
to source local and sustainably raised ingredients. Additionally, Chipotle
eliminated genetically modified (GMO) foods from its menu, citing public
concerns about the safety of genetically modified ingredients.
Are You an Ethical Consumer? At its most basic level, being an ethical
consumer simply means choosing goods that are ethically sourced, produced,
and distributed. Ethical consumerism has become something of a buzzword
over the last decade, and organizations are taking notice of consumers’
expectations in terms of social and environmental practices. Consider some
statistics to better understand how consumers put ethical consumerism in
practice: • According to a Statista poll, 90 percent of US survey respondents
indicated that they would boycott a brand if they discovered that the company
was engaged in irresponsible business practices.24 • Research from Mintel, a
market research firm, indicates that 56 percent of US consumers indicate that
they would no longer do business with organizations they believe to be
unethical.25 • A recent survey showed that consumers seek a match between
their beliefs and those exemplified by the organization. According to the survey,
an overwhelming 72 percent of respondents indicated that they purchase goods
and services from companies with beliefs similar to theirs in terms of
environmental preservation and child labor.26 By choosing brands that align
with their values, consumers are voting with their pocketbooks. Modern
consumers are more than willing to take their business elsewhere if they
perceive a disconnect between their values and those of the organization, and
they will likely share their sentiments on social media.
Economic theory suggests that consumers seek to maximize utility (the total
satisfaction received from consuming a product or service) at the lowest cost
possible, so it follows that firms that have higher costs of production will be
driven out of the market. Recently, more and more firms have started using
“ethical” labels as a means of product differentiation, a marketing strategy in
which a brand identifies the one thing that makes it genuinely different from
competitors and then leverages that notion in its branding and messaging. But
what does this look like in action? Let’s take a quick look at one popular brand
that honed its differentiation strategy and succeeded as a result. Like many fast-
food chains, Chipotle (see Figure 3.13) focuses on the quality of its ingredients
above all else. One of the brand’s hallmarks is that it works with family farmers
within a 130-mile radius of each of its locations and attempts whenever possible
to source local and sustainably raised ingredients. Additionally, Chipotle
eliminated genetically modified (GMO) foods from its menu, citing public
concerns about the safety of genetically modified ingredients.
Are You an Ethical Consumer? At its most basic level, being an ethical
consumer simply means choosing goods that are ethically sourced, produced,
and distributed. Ethical consumerism has become something of a buzzword
over the last decade, and organizations are taking notice of consumers’
expectations in terms of social and environmental practices. Consider some
statistics to better understand how consumers put ethical consumerism in
practice: • According to a Statista poll, 90 percent of US survey respondents
indicated that they would boycott a brand if they discovered that the company
was engaged in irresponsible business practices.24 • Research from Mintel, a
market research firm, indicates that 56 percent of US consumers indicate that
they would no longer do business with organizations they believe to be
unethical.25 • A recent survey showed that consumers seek a match between
their beliefs and those exemplified by the organization. According to the survey,
an overwhelming 72 percent of respondents indicated that they purchase goods
and services from companies with beliefs similar to theirs in terms of
environmental preservation and child labor.26 By choosing brands that align
with their values, consumers are voting with their pocketbooks. Modern
consumers are more than willing to take their business elsewhere if they
perceive a disconnect between their values and those of the organization, and
they will likely share their sentiments on social media.
Economic theory suggests that consumers seek to maximize utility (the total
satisfaction received from consuming a product or service) at the lowest cost
possible, so it follows that firms that have higher costs of production will be
driven out of the market. Recently, more and more firms have started using
“ethical” labels as a means of product differentiation, a marketing strategy in
which a brand identifies the one thing that makes it genuinely different from
competitors and then leverages that notion in its branding and messaging. But
what does this look like in action? Let’s take a quick look at one popular brand
that honed its differentiation strategy and succeeded as a result. Like many fast-
food chains, Chipotle (see Figure 3.13) focuses on the quality of its ingredients
above all else. One of the brand’s hallmarks is that it works with family farmers
within a 130-mile radius of each of its locations and attempts whenever possible
to source local and sustainably raised ingredients. Additionally, Chipotle
eliminated genetically modified (GMO) foods from its menu, citing public
concerns about the safety of genetically modified ingredients.
Are You an Ethical Consumer? At its most basic level, being an ethical
consumer simply means choosing goods that are ethically sourced, produced,
and distributed. Ethical consumerism has become something of a buzzword
over the last decade, and organizations are taking notice of consumers’
expectations in terms of social and environmental practices. Consider some
statistics to better understand how consumers put ethical consumerism in
practice: • According to a Statista poll, 90 percent of US survey respondents
indicated that they would boycott a brand if they discovered that the company
was engaged in irresponsible business practices.24 • Research from Mintel, a
market research firm, indicates that 56 percent of US consumers indicate that
they would no longer do business with organizations they believe to be
unethical.25 • A recent survey showed that consumers seek a match between
their beliefs and those exemplified by the organization. According to the survey,
an overwhelming 72 percent of respondents indicated that they purchase goods
and services from companies with beliefs similar to theirs in terms of
environmental preservation and child labor.26 By choosing brands that align
with their values, consumers are voting with their pocketbooks. Modern
consumers are more than willing to take their business elsewhere if they
perceive a disconnect between their values and those of the organization, and
they will likely share their sentiments on social media.
Economic theory suggests that consumers seek to maximize utility (the total
satisfaction received from consuming a product or service) at the lowest cost
possible, so it follows that firms that have higher costs of production will be
driven out of the market. Recently, more and more firms have started using
“ethical” labels as a means of product differentiation, a marketing strategy in
which a brand identifies the one thing that makes it genuinely different from
competitors and then leverages that notion in its branding and messaging. But
what does this look like in action? Let’s take a quick look at one popular brand
that honed its differentiation strategy and succeeded as a result. Like many fast-
food chains, Chipotle (see Figure 3.13) focuses on the quality of its ingredients
above all else. One of the brand’s hallmarks is that it works with family farmers
within a 130-mile radius of each of its locations and attempts whenever possible
to source local and sustainably raised ingredients. Additionally, Chipotle
eliminated genetically modified (GMO) foods from its menu, citing public
concerns about the safety of genetically modified ingredients.
Are You an Ethical Consumer? At its most basic level, being an ethical
consumer simply means choosing goods that are ethically sourced, produced,
and distributed. Ethical consumerism has become something of a buzzword
over the last decade, and organizations are taking notice of consumers’
expectations in terms of social and environmental practices. Consider some
statistics to better understand how consumers put ethical consumerism in
practice: • According to a Statista poll, 90 percent of US survey respondents
indicated that they would boycott a brand if they discovered that the company
was engaged in irresponsible business practices.24 • Research from Mintel, a
market research firm, indicates that 56 percent of US consumers indicate that
they would no longer do business with organizations they believe to be
unethical.25 • A recent survey showed that consumers seek a match between
their beliefs and those exemplified by the organization. According to the survey,
an overwhelming 72 percent of respondents indicated that they purchase goods
and services from companies with beliefs similar to theirs in terms of
environmental preservation and child labor.26 By choosing brands that align
with their values, consumers are voting with their pocketbooks. Modern
consumers are more than willing to take their business elsewhere if they
perceive a disconnect between their values and those of the organization, and
they will likely share their sentiments on social media.
Economic theory suggests that consumers seek to maximize utility (the total
satisfaction received from consuming a product or service) at the lowest cost
possible, so it follows that firms that have higher costs of production will be
driven out of the market. Recently, more and more firms have started using
“ethical” labels as a means of product differentiation, a marketing strategy in
which a brand identifies the one thing that makes it genuinely different from
competitors and then leverages that notion in its branding and messaging. But
what does this look like in action? Let’s take a quick look at one popular brand
that honed its differentiation strategy and succeeded as a result. Like many fast-
food chains, Chipotle (see Figure 3.13) focuses on the quality of its ingredients
above all else. One of the brand’s hallmarks is that it works with family farmers
within a 130-mile radius of each of its locations and attempts whenever possible
to source local and sustainably raised ingredients. Additionally, Chipotle
eliminated genetically modified (GMO) foods from its menu, citing public
concerns about the safety of genetically modified ingredients.
Are You an Ethical Consumer? At its most basic level, being an ethical
consumer simply means choosing goods that are ethically sourced, produced,
and distributed. Ethical consumerism has become something of a buzzword
over the last decade, and organizations are taking notice of consumers’
expectations in terms of social and environmental practices. Consider some
statistics to better understand how consumers put ethical consumerism in
practice: • According to a Statista poll, 90 percent of US survey respondents
indicated that they would boycott a brand if they discovered that the company
was engaged in irresponsible business practices.24 • Research from Mintel, a
market research firm, indicates that 56 percent of US consumers indicate that
they would no longer do business with organizations they believe to be
unethical.25 • A recent survey showed that consumers seek a match between
their beliefs and those exemplified by the organization. According to the survey,
an overwhelming 72 percent of respondents indicated that they purchase goods
and services from companies with beliefs similar to theirs in terms of
environmental preservation and child labor.26 By choosing brands that align
with their values, consumers are voting with their pocketbooks. Modern
consumers are more than willing to take their business elsewhere if they
perceive a disconnect between their values and those of the organization, and
they will likely share their sentiments on social media.
Economic theory suggests that consumers seek to maximize utility (the total
satisfaction received from consuming a product or service) at the lowest cost
possible, so it follows that firms that have higher costs of production will be
driven out of the market. Recently, more and more firms have started using
“ethical” labels as a means of product differentiation, a marketing strategy in
which a brand identifies the one thing that makes it genuinely different from
competitors and then leverages that notion in its branding and messaging. But
what does this look like in action? Let’s take a quick look at one popular brand
that honed its differentiation strategy and succeeded as a result. Like many fast-
food chains, Chipotle (see Figure 3.13) focuses on the quality of its ingredients
above all else. One of the brand’s hallmarks is that it works with family farmers
within a 130-mile radius of each of its locations and attempts whenever possible
to source local and sustainably raised ingredients. Additionally, Chipotle
eliminated genetically modified (GMO) foods from its menu, citing public
concerns about the safety of genetically modified ingredients.
Are You an Ethical Consumer? At its most basic level, being an ethical
consumer simply means choosing goods that are ethically sourced, produced,
and distributed. Ethical consumerism has become something of a buzzword
over the last decade, and organizations are taking notice of consumers’
expectations in terms of social and environmental practices. Consider some
statistics to better understand how consumers put ethical consumerism in
practice: • According to a Statista poll, 90 percent of US survey respondents
indicated that they would boycott a brand if they discovered that the company
was engaged in irresponsible business practices.24 • Research from Mintel, a
market research firm, indicates that 56 percent of US consumers indicate that
they would no longer do business with organizations they believe to be
unethical.25 • A recent survey showed that consumers seek a match between
their beliefs and those exemplified by the organization. According to the survey,
an overwhelming 72 percent of respondents indicated that they purchase goods
and services from companies with beliefs similar to theirs in terms of
environmental preservation and child labor.26 By choosing brands that align
with their values, consumers are voting with their pocketbooks. Modern
consumers are more than willing to take their business elsewhere if they
perceive a disconnect between their values and those of the organization, and
they will likely share their sentiments on social media.
Economic theory suggests that consumers seek to maximize utility (the total
satisfaction received from consuming a product or service) at the lowest cost
possible, so it follows that firms that have higher costs of production will be
driven out of the market. Recently, more and more firms have started using
“ethical” labels as a means of product differentiation, a marketing strategy in
which a brand identifies the one thing that makes it genuinely different from
competitors and then leverages that notion in its branding and messaging. But
what does this look like in action? Let’s take a quick look at one popular brand
that honed its differentiation strategy and succeeded as a result. Like many fast-
food chains, Chipotle (see Figure 3.13) focuses on the quality of its ingredients
above all else. One of the brand’s hallmarks is that it works with family farmers
within a 130-mile radius of each of its locations and attempts whenever possible
to source local and sustainably raised ingredients. Additionally, Chipotle
eliminated genetically modified (GMO) foods from its menu, citing public
concerns about the safety of genetically modified ingredients.
Are You an Ethical Consumer? At its most basic level, being an ethical
consumer simply means choosing goods that are ethically sourced, produced,
and distributed. Ethical consumerism has become something of a buzzword
over the last decade, and organizations are taking notice of consumers’
expectations in terms of social and environmental practices. Consider some
statistics to better understand how consumers put ethical consumerism in
practice: • According to a Statista poll, 90 percent of US survey respondents
indicated that they would boycott a brand if they discovered that the company
was engaged in irresponsible business practices.24 • Research from Mintel, a
market research firm, indicates that 56 percent of US consumers indicate that
they would no longer do business with organizations they believe to be
unethical.25 • A recent survey showed that consumers seek a match between
their beliefs and those exemplified by the organization. According to the survey,
an overwhelming 72 percent of respondents indicated that they purchase goods
and services from companies with beliefs similar to theirs in terms of
environmental preservation and child labor.26 By choosing brands that align
with their values, consumers are voting with their pocketbooks. Modern
consumers are more than willing to take their business elsewhere if they
perceive a disconnect between their values and those of the organization, and
they will likely share their sentiments on social media.
Economic theory suggests that consumers seek to maximize utility (the total
satisfaction received from consuming a product or service) at the lowest cost
possible, so it follows that firms that have higher costs of production will be
driven out of the market. Recently, more and more firms have started using
“ethical” labels as a means of product differentiation, a marketing strategy in
which a brand identifies the one thing that makes it genuinely different from
competitors and then leverages that notion in its branding and messaging. But
what does this look like in action? Let’s take a quick look at one popular brand
that honed its differentiation strategy and succeeded as a result. Like many fast-
food chains, Chipotle (see Figure 3.13) focuses on the quality of its ingredients
above all else. One of the brand’s hallmarks is that it works with family farmers
within a 130-mile radius of each of its locations and attempts whenever possible
to source local and sustainably raised ingredients. Additionally, Chipotle
eliminated genetically modified (GMO) foods from its menu, citing public
concerns about the safety of genetically modified ingredients.
Are You an Ethical Consumer? At its most basic level, being an ethical
consumer simply means choosing goods that are ethically sourced, produced,
and distributed. Ethical consumerism has become something of a buzzword
over the last decade, and organizations are taking notice of consumers’
expectations in terms of social and environmental practices. Consider some
statistics to better understand how consumers put ethical consumerism in
practice: • According to a Statista poll, 90 percent of US survey respondents
indicated that they would boycott a brand if they discovered that the company
was engaged in irresponsible business practices.24 • Research from Mintel, a
market research firm, indicates that 56 percent of US consumers indicate that
they would no longer do business with organizations they believe to be
unethical.25 • A recent survey showed that consumers seek a match between
their beliefs and those exemplified by the organization. According to the survey,
an overwhelming 72 percent of respondents indicated that they purchase goods
and services from companies with beliefs similar to theirs in terms of
environmental preservation and child labor.26 By choosing brands that align
with their values, consumers are voting with their pocketbooks. Modern
consumers are more than willing to take their business elsewhere if they
perceive a disconnect between their values and those of the organization, and
they will likely share their sentiments on social media.
Economic theory suggests that consumers seek to maximize utility (the total
satisfaction received from consuming a product or service) at the lowest cost
possible, so it follows that firms that have higher costs of production will be
driven out of the market. Recently, more and more firms have started using
“ethical” labels as a means of product differentiation, a marketing strategy in
which a brand identifies the one thing that makes it genuinely different from
competitors and then leverages that notion in its branding and messaging. But
what does this look like in action? Let’s take a quick look at one popular brand
that honed its differentiation strategy and succeeded as a result. Like many fast-
food chains, Chipotle (see Figure 3.13) focuses on the quality of its ingredients
above all else. One of the brand’s hallmarks is that it works with family farmers
within a 130-mile radius of each of its locations and attempts whenever possible
to source local and sustainably raised ingredients. Additionally, Chipotle
eliminated genetically modified (GMO) foods from its menu, citing public
concerns about the safety of genetically modified ingredients.
Are You an Ethical Consumer? At its most basic level, being an ethical
consumer simply means choosing goods that are ethically sourced, produced,
and distributed. Ethical consumerism has become something of a buzzword
over the last decade, and organizations are taking notice of consumers’
expectations in terms of social and environmental practices. Consider some
statistics to better understand how consumers put ethical consumerism in
practice: • According to a Statista poll, 90 percent of US survey respondents
indicated that they would boycott a brand if they discovered that the company
was engaged in irresponsible business practices.24 • Research from Mintel, a
market research firm, indicates that 56 percent of US consumers indicate that
they would no longer do business with organizations they believe to be
unethical.25 • A recent survey showed that consumers seek a match between
their beliefs and those exemplified by the organization. According to the survey,
an overwhelming 72 percent of respondents indicated that they purchase goods
and services from companies with beliefs similar to theirs in terms of
environmental preservation and child labor.26 By choosing brands that align
with their values, consumers are voting with their pocketbooks. Modern
consumers are more than willing to take their business elsewhere if they
perceive a disconnect between their values and those of the organization, and
they will likely share their sentiments on social media.
Economic theory suggests that consumers seek to maximize utility (the total
satisfaction received from consuming a product or service) at the lowest cost
possible, so it follows that firms that have higher costs of production will be
driven out of the market. Recently, more and more firms have started using
“ethical” labels as a means of product differentiation, a marketing strategy in
which a brand identifies the one thing that makes it genuinely different from
competitors and then leverages that notion in its branding and messaging. But
what does this look like in action? Let’s take a quick look at one popular brand
that honed its differentiation strategy and succeeded as a result. Like many fast-
food chains, Chipotle (see Figure 3.13) focuses on the quality of its ingredients
above all else. One of the brand’s hallmarks is that it works with family farmers
within a 130-mile radius of each of its locations and attempts whenever possible
to source local and sustainably raised ingredients. Additionally, Chipotle
eliminated genetically modified (GMO) foods from its menu, citing public
concerns about the safety of genetically modified ingredients.
Are You an Ethical Consumer? At its most basic level, being an ethical
consumer simply means choosing goods that are ethically sourced, produced,
and distributed. Ethical consumerism has become something of a buzzword
over the last decade, and organizations are taking notice of consumers’
expectations in terms of social and environmental practices. Consider some
statistics to better understand how consumers put ethical consumerism in
practice: • According to a Statista poll, 90 percent of US survey respondents
indicated that they would boycott a brand if they discovered that the company
was engaged in irresponsible business practices.24 • Research from Mintel, a
market research firm, indicates that 56 percent of US consumers indicate that
they would no longer do business with organizations they believe to be
unethical.25 • A recent survey showed that consumers seek a match between
their beliefs and those exemplified by the organization. According to the survey,
an overwhelming 72 percent of respondents indicated that they purchase goods
and services from companies with beliefs similar to theirs in terms of
environmental preservation and child labor.26 By choosing brands that align
with their values, consumers are voting with their pocketbooks. Modern
consumers are more than willing to take their business elsewhere if they
perceive a disconnect between their values and those of the organization, and
they will likely share their sentiments on social media.
Economic theory suggests that consumers seek to maximize utility (the total
satisfaction received from consuming a product or service) at the lowest cost
possible, so it follows that firms that have higher costs of production will be
driven out of the market. Recently, more and more firms have started using
“ethical” labels as a means of product differentiation, a marketing strategy in
which a brand identifies the one thing that makes it genuinely different from
competitors and then leverages that notion in its branding and messaging. But
what does this look like in action? Let’s take a quick look at one popular brand
that honed its differentiation strategy and succeeded as a result. Like many fast-
food chains, Chipotle (see Figure 3.13) focuses on the quality of its ingredients
above all else. One of the brand’s hallmarks is that it works with family farmers
within a 130-mile radius of each of its locations and attempts whenever possible
to source local and sustainably raised ingredients. Additionally, Chipotle
eliminated genetically modified (GMO) foods from its menu, citing public
concerns about the safety of genetically modified ingredients.
Are You an Ethical Consumer? At its most basic level, being an ethical
consumer simply means choosing goods that are ethically sourced, produced,
and distributed. Ethical consumerism has become something of a buzzword
over the last decade, and organizations are taking notice of consumers’
expectations in terms of social and environmental practices. Consider some
statistics to better understand how consumers put ethical consumerism in
practice: • According to a Statista poll, 90 percent of US survey respondents
indicated that they would boycott a brand if they discovered that the company
was engaged in irresponsible business practices.24 • Research from Mintel, a
market research firm, indicates that 56 percent of US consumers indicate that
they would no longer do business with organizations they believe to be
unethical.25 • A recent survey showed that consumers seek a match between
their beliefs and those exemplified by the organization. According to the survey,
an overwhelming 72 percent of respondents indicated that they purchase goods
and services from companies with beliefs similar to theirs in terms of
environmental preservation and child labor.26 By choosing brands that align
with their values, consumers are voting with their pocketbooks. Modern
consumers are more than willing to take their business elsewhere if they
perceive a disconnect between their values and those of the organization, and
they will likely share their sentiments on social media.
Economic theory suggests that consumers seek to maximize utility (the total
satisfaction received from consuming a product or service) at the lowest cost
possible, so it follows that firms that have higher costs of production will be
driven out of the market. Recently, more and more firms have started using
“ethical” labels as a means of product differentiation, a marketing strategy in
which a brand identifies the one thing that makes it genuinely different from
competitors and then leverages that notion in its branding and messaging. But
what does this look like in action? Let’s take a quick look at one popular brand
that honed its differentiation strategy and succeeded as a result. Like many fast-
food chains, Chipotle (see Figure 3.13) focuses on the quality of its ingredients
above all else. One of the brand’s hallmarks is that it works with family farmers
within a 130-mile radius of each of its locations and attempts whenever possible
to source local and sustainably raised ingredients. Additionally, Chipotle
eliminated genetically modified (GMO) foods from its menu, citing public
concerns about the safety of genetically modified ingredients.
Are You an Ethical Consumer? At its most basic level, being an ethical
consumer simply means choosing goods that are ethically sourced, produced,
and distributed. Ethical consumerism has become something of a buzzword
over the last decade, and organizations are taking notice of consumers’
expectations in terms of social and environmental practices. Consider some
statistics to better understand how consumers put ethical consumerism in
practice: • According to a Statista poll, 90 percent of US survey respondents
indicated that they would boycott a brand if they discovered that the company
was engaged in irresponsible business practices.24 • Research from Mintel, a
market research firm, indicates that 56 percent of US consumers indicate that
they would no longer do business with organizations they believe to be
unethical.25 • A recent survey showed that consumers seek a match between
their beliefs and those exemplified by the organization. According to the survey,
an overwhelming 72 percent of respondents indicated that they purchase goods
and services from companies with beliefs similar to theirs in terms of
environmental preservation and child labor.26 By choosing brands that align
with their values, consumers are voting with their pocketbooks. Modern
consumers are more than willing to take their business elsewhere if they
perceive a disconnect between their values and those of the organization, and
they will likely share their sentiments on social media.
Economic theory suggests that consumers seek to maximize utility (the total
satisfaction received from consuming a product or service) at the lowest cost
possible, so it follows that firms that have higher costs of production will be
driven out of the market. Recently, more and more firms have started using
“ethical” labels as a means of product differentiation, a marketing strategy in
which a brand identifies the one thing that makes it genuinely different from
competitors and then leverages that notion in its branding and messaging. But
what does this look like in action? Let’s take a quick look at one popular brand
that honed its differentiation strategy and succeeded as a result. Like many fast-
food chains, Chipotle (see Figure 3.13) focuses on the quality of its ingredients
above all else. One of the brand’s hallmarks is that it works with family farmers
within a 130-mile radius of each of its locations and attempts whenever possible
to source local and sustainably raised ingredients. Additionally, Chipotle
eliminated genetically modified (GMO) foods from its menu, citing public
concerns about the safety of genetically modified ingredients.
Are You an Ethical Consumer? At its most basic level, being an ethical
consumer simply means choosing goods that are ethically sourced, produced,
and distributed. Ethical consumerism has become something of a buzzword
over the last decade, and organizations are taking notice of consumers’
expectations in terms of social and environmental practices. Consider some
statistics to better understand how consumers put ethical consumerism in
practice: • According to a Statista poll, 90 percent of US survey respondents
indicated that they would boycott a brand if they discovered that the company
was engaged in irresponsible business practices.24 • Research from Mintel, a
market research firm, indicates that 56 percent of US consumers indicate that
they would no longer do business with organizations they believe to be
unethical.25 • A recent survey showed that consumers seek a match between
their beliefs and those exemplified by the organization. According to the survey,
an overwhelming 72 percent of respondents indicated that they purchase goods
and services from companies with beliefs similar to theirs in terms of
environmental preservation and child labor.26 By choosing brands that align
with their values, consumers are voting with their pocketbooks. Modern
consumers are more than willing to take their business elsewhere if they
perceive a disconnect between their values and those of the organization, and
they will likely share their sentiments on social media.
Economic theory suggests that consumers seek to maximize utility (the total
satisfaction received from consuming a product or service) at the lowest cost
possible, so it follows that firms that have higher costs of production will be
driven out of the market. Recently, more and more firms have started using
“ethical” labels as a means of product differentiation, a marketing strategy in
which a brand identifies the one thing that makes it genuinely different from
competitors and then leverages that notion in its branding and messaging. But
what does this look like in action? Let’s take a quick look at one popular brand
that honed its differentiation strategy and succeeded as a result. Like many fast-
food chains, Chipotle (see Figure 3.13) focuses on the quality of its ingredients
above all else. One of the brand’s hallmarks is that it works with family farmers
within a 130-mile radius of each of its locations and attempts whenever possible
to source local and sustainably raised ingredients. Additionally, Chipotle
eliminated genetically modified (GMO) foods from its menu, citing public
concerns about the safety of genetically modified ingredients.
Are You an Ethical Consumer? At its most basic level, being an ethical
consumer simply means choosing goods that are ethically sourced, produced,
and distributed. Ethical consumerism has become something of a buzzword
over the last decade, and organizations are taking notice of consumers’
expectations in terms of social and environmental practices. Consider some
statistics to better understand how consumers put ethical consumerism in
practice: • According to a Statista poll, 90 percent of US survey respondents
indicated that they would boycott a brand if they discovered that the company
was engaged in irresponsible business practices.24 • Research from Mintel, a
market research firm, indicates that 56 percent of US consumers indicate that
they would no longer do business with organizations they believe to be
unethical.25 • A recent survey showed that consumers seek a match between
their beliefs and those exemplified by the organization. According to the survey,
an overwhelming 72 percent of respondents indicated that they purchase goods
and services from companies with beliefs similar to theirs in terms of
environmental preservation and child labor.26 By choosing brands that align
with their values, consumers are voting with their pocketbooks. Modern
consumers are more than willing to take their business elsewhere if they
perceive a disconnect between their values and those of the organization, and
they will likely share their sentiments on social media.
Economic theory suggests that consumers seek to maximize utility (the total
satisfaction received from consuming a product or service) at the lowest cost
possible, so it follows that firms that have higher costs of production will be
driven out of the market. Recently, more and more firms have started using
“ethical” labels as a means of product differentiation, a marketing strategy in
which a brand identifies the one thing that makes it genuinely different from
competitors and then leverages that notion in its branding and messaging. But
what does this look like in action? Let’s take a quick look at one popular brand
that honed its differentiation strategy and succeeded as a result. Like many fast-
food chains, Chipotle (see Figure 3.13) focuses on the quality of its ingredients
above all else. One of the brand’s hallmarks is that it works with family farmers
within a 130-mile radius of each of its locations and attempts whenever possible
to source local and sustainably raised ingredients. Additionally, Chipotle
eliminated genetically modified (GMO) foods from its menu, citing public
concerns about the safety of genetically modified ingredients.
Are You an Ethical Consumer? At its most basic level, being an ethical
consumer simply means choosing goods that are ethically sourced, produced,
and distributed. Ethical consumerism has become something of a buzzword
over the last decade, and organizations are taking notice of consumers’
expectations in terms of social and environmental practices. Consider some
statistics to better understand how consumers put ethical consumerism in
practice: • According to a Statista poll, 90 percent of US survey respondents
indicated that they would boycott a brand if they discovered that the company
was engaged in irresponsible business practices.24 • Research from Mintel, a
market research firm, indicates that 56 percent of US consumers indicate that
they would no longer do business with organizations they believe to be
unethical.25 • A recent survey showed that consumers seek a match between
their beliefs and those exemplified by the organization. According to the survey,
an overwhelming 72 percent of respondents indicated that they purchase goods
and services from companies with beliefs similar to theirs in terms of
environmental preservation and child labor.26 By choosing brands that align
with their values, consumers are voting with their pocketbooks. Modern
consumers are more than willing to take their business elsewhere if they
perceive a disconnect between their values and those of the organization, and
they will likely share their sentiments on social media.
Economic theory suggests that consumers seek to maximize utility (the total
satisfaction received from consuming a product or service) at the lowest cost
possible, so it follows that firms that have higher costs of production will be
driven out of the market. Recently, more and more firms have started using
“ethical” labels as a means of product differentiation, a marketing strategy in
which a brand identifies the one thing that makes it genuinely different from
competitors and then leverages that notion in its branding and messaging. But
what does this look like in action? Let’s take a quick look at one popular brand
that honed its differentiation strategy and succeeded as a result. Like many fast-
food chains, Chipotle (see Figure 3.13) focuses on the quality of its ingredients
above all else. One of the brand’s hallmarks is that it works with family farmers
within a 130-mile radius of each of its locations and attempts whenever possible
to source local and sustainably raised ingredients. Additionally, Chipotle
eliminated genetically modified (GMO) foods from its menu, citing public
concerns about the safety of genetically modified ingredients.
Are You an Ethical Consumer? At its most basic level, being an ethical
consumer simply means choosing goods that are ethically sourced, produced,
and distributed. Ethical consumerism has become something of a buzzword
over the last decade, and organizations are taking notice of consumers’
expectations in terms of social and environmental practices. Consider some
statistics to better understand how consumers put ethical consumerism in
practice: • According to a Statista poll, 90 percent of US survey respondents
indicated that they would boycott a brand if they discovered that the company
was engaged in irresponsible business practices.24 • Research from Mintel, a
market research firm, indicates that 56 percent of US consumers indicate that
they would no longer do business with organizations they believe to be
unethical.25 • A recent survey showed that consumers seek a match between
their beliefs and those exemplified by the organization. According to the survey,
an overwhelming 72 percent of respondents indicated that they purchase goods
and services from companies with beliefs similar to theirs in terms of
environmental preservation and child labor.26 By choosing brands that align
with their values, consumers are voting with their pocketbooks. Modern
consumers are more than willing to take their business elsewhere if they
perceive a disconnect between their values and those of the organization, and
they will likely share their sentiments on social media.
Economic theory suggests that consumers seek to maximize utility (the total
satisfaction received from consuming a product or service) at the lowest cost
possible, so it follows that firms that have higher costs of production will be
driven out of the market. Recently, more and more firms have started using
“ethical” labels as a means of product differentiation, a marketing strategy in
which a brand identifies the one thing that makes it genuinely different from
competitors and then leverages that notion in its branding and messaging. But
what does this look like in action? Let’s take a quick look at one popular brand
that honed its differentiation strategy and succeeded as a result. Like many fast-
food chains, Chipotle (see Figure 3.13) focuses on the quality of its ingredients
above all else. One of the brand’s hallmarks is that it works with family farmers
within a 130-mile radius of each of its locations and attempts whenever possible
to source local and sustainably raised ingredients. Additionally, Chipotle
eliminated genetically modified (GMO) foods from its menu, citing public
concerns about the safety of genetically modified ingredients.
Are You an Ethical Consumer? At its most basic level, being an ethical
consumer simply means choosing goods that are ethically sourced, produced,
and distributed. Ethical consumerism has become something of a buzzword
over the last decade, and organizations are taking notice of consumers’
expectations in terms of social and environmental practices. Consider some
statistics to better understand how consumers put ethical consumerism in
practice: • According to a Statista poll, 90 percent of US survey respondents
indicated that they would boycott a brand if they discovered that the company
was engaged in irresponsible business practices.24 • Research from Mintel, a
market research firm, indicates that 56 percent of US consumers indicate that
they would no longer do business with organizations they believe to be
unethical.25 • A recent survey showed that consumers seek a match between
their beliefs and those exemplified by the organization. According to the survey,
an overwhelming 72 percent of respondents indicated that they purchase goods
and services from companies with beliefs similar to theirs in terms of
environmental preservation and child labor.26 By choosing brands that align
with their values, consumers are voting with their pocketbooks. Modern
consumers are more than willing to take their business elsewhere if they
perceive a disconnect between their values and those of the organization, and
they will likely share their sentiments on social media.
Economic theory suggests that consumers seek to maximize utility (the total
satisfaction received from consuming a product or service) at the lowest cost
possible, so it follows that firms that have higher costs of production will be
driven out of the market. Recently, more and more firms have started using
“ethical” labels as a means of product differentiation, a marketing strategy in
which a brand identifies the one thing that makes it genuinely different from
competitors and then leverages that notion in its branding and messaging. But
what does this look like in action? Let’s take a quick look at one popular brand
that honed its differentiation strategy and succeeded as a result. Like many fast-
food chains, Chipotle (see Figure 3.13) focuses on the quality of its ingredients
above all else. One of the brand’s hallmarks is that it works with family farmers
within a 130-mile radius of each of its locations and attempts whenever possible
to source local and sustainably raised ingredients. Additionally, Chipotle
eliminated genetically modified (GMO) foods from its menu, citing public
concerns about the safety of genetically modified ingredients.
Are You an Ethical Consumer? At its most basic level, being an ethical
consumer simply means choosing goods that are ethically sourced, produced,
and distributed. Ethical consumerism has become something of a buzzword
over the last decade, and organizations are taking notice of consumers’
expectations in terms of social and environmental practices. Consider some
statistics to better understand how consumers put ethical consumerism in
practice: • According to a Statista poll, 90 percent of US survey respondents
indicated that they would boycott a brand if they discovered that the company
was engaged in irresponsible business practices.24 • Research from Mintel, a
market research firm, indicates that 56 percent of US consumers indicate that
they would no longer do business with organizations they believe to be
unethical.25 • A recent survey showed that consumers seek a match between
their beliefs and those exemplified by the organization. According to the survey,
an overwhelming 72 percent of respondents indicated that they purchase goods
and services from companies with beliefs similar to theirs in terms of
environmental preservation and child labor.26 By choosing brands that align
with their values, consumers are voting with their pocketbooks. Modern
consumers are more than willing to take their business elsewhere if they
perceive a disconnect between their values and those of the organization, and
they will likely share their sentiments on social media.
Economic theory suggests that consumers seek to maximize utility (the total
satisfaction received from consuming a product or service) at the lowest cost
possible, so it follows that firms that have higher costs of production will be
driven out of the market. Recently, more and more firms have started using
“ethical” labels as a means of product differentiation, a marketing strategy in
which a brand identifies the one thing that makes it genuinely different from
competitors and then leverages that notion in its branding and messaging. But
what does this look like in action? Let’s take a quick look at one popular brand
that honed its differentiation strategy and succeeded as a result. Like many fast-
food chains, Chipotle (see Figure 3.13) focuses on the quality of its ingredients
above all else. One of the brand’s hallmarks is that it works with family farmers
within a 130-mile radius of each of its locations and attempts whenever possible
to source local and sustainably raised ingredients. Additionally, Chipotle
eliminated genetically modified (GMO) foods from its menu, citing public
concerns about the safety of genetically modified ingredients.
Are You an Ethical Consumer? At its most basic level, being an ethical
consumer simply means choosing goods that are ethically sourced, produced,
and distributed. Ethical consumerism has become something of a buzzword
over the last decade, and organizations are taking notice of consumers’
expectations in terms of social and environmental practices. Consider some
statistics to better understand how consumers put ethical consumerism in
practice: • According to a Statista poll, 90 percent of US survey respondents
indicated that they would boycott a brand if they discovered that the company
was engaged in irresponsible business practices.24 • Research from Mintel, a
market research firm, indicates that 56 percent of US consumers indicate that
they would no longer do business with organizations they believe to be
unethical.25 • A recent survey showed that consumers seek a match between
their beliefs and those exemplified by the organization. According to the survey,
an overwhelming 72 percent of respondents indicated that they purchase goods
and services from companies with beliefs similar to theirs in terms of
environmental preservation and child labor.26 By choosing brands that align
with their values, consumers are voting with their pocketbooks. Modern
consumers are more than willing to take their business elsewhere if they
perceive a disconnect between their values and those of the organization, and
they will likely share their sentiments on social media.
Economic theory suggests that consumers seek to maximize utility (the total
satisfaction received from consuming a product or service) at the lowest cost
possible, so it follows that firms that have higher costs of production will be
driven out of the market. Recently, more and more firms have started using
“ethical” labels as a means of product differentiation, a marketing strategy in
which a brand identifies the one thing that makes it genuinely different from
competitors and then leverages that notion in its branding and messaging. But
what does this look like in action? Let’s take a quick look at one popular brand
that honed its differentiation strategy and succeeded as a result. Like many fast-
food chains, Chipotle (see Figure 3.13) focuses on the quality of its ingredients
above all else. One of the brand’s hallmarks is that it works with family farmers
within a 130-mile radius of each of its locations and attempts whenever possible
to source local and sustainably raised ingredients. Additionally, Chipotle
eliminated genetically modified (GMO) foods from its menu, citing public
concerns about the safety of genetically modified ingredients.
Are You an Ethical Consumer? At its most basic level, being an ethical
consumer simply means choosing goods that are ethically sourced, produced,
and distributed. Ethical consumerism has become something of a buzzword
over the last decade, and organizations are taking notice of consumers’
expectations in terms of social and environmental practices. Consider some
statistics to better understand how consumers put ethical consumerism in
practice: • According to a Statista poll, 90 percent of US survey respondents
indicated that they would boycott a brand if they discovered that the company
was engaged in irresponsible business practices.24 • Research from Mintel, a
market research firm, indicates that 56 percent of US consumers indicate that
they would no longer do business with organizations they believe to be
unethical.25 • A recent survey showed that consumers seek a match between
their beliefs and those exemplified by the organization. According to the survey,
an overwhelming 72 percent of respondents indicated that they purchase goods
and services from companies with beliefs similar to theirs in terms of
environmental preservation and child labor.26 By choosing brands that align
with their values, consumers are voting with their pocketbooks. Modern
consumers are more than willing to take their business elsewhere if they
perceive a disconnect between their values and those of the organization, and
they will likely share their sentiments on social media.
Economic theory suggests that consumers seek to maximize utility (the total
satisfaction received from consuming a product or service) at the lowest cost
possible, so it follows that firms that have higher costs of production will be
driven out of the market. Recently, more and more firms have started using
“ethical” labels as a means of product differentiation, a marketing strategy in
which a brand identifies the one thing that makes it genuinely different from
competitors and then leverages that notion in its branding and messaging. But
what does this look like in action? Let’s take a quick look at one popular brand
that honed its differentiation strategy and succeeded as a result. Like many fast-
food chains, Chipotle (see Figure 3.13) focuses on the quality of its ingredients
above all else. One of the brand’s hallmarks is that it works with family farmers
within a 130-mile radius of each of its locations and attempts whenever possible
to source local and sustainably raised ingredients. Additionally, Chipotle
eliminated genetically modified (GMO) foods from its menu, citing public
concerns about the safety of genetically modified ingredients.
Are You an Ethical Consumer? At its most basic level, being an ethical
consumer simply means choosing goods that are ethically sourced, produced,
and distributed. Ethical consumerism has become something of a buzzword
over the last decade, and organizations are taking notice of consumers’
expectations in terms of social and environmental practices. Consider some
statistics to better understand how consumers put ethical consumerism in
practice: • According to a Statista poll, 90 percent of US survey respondents
indicated that they would boycott a brand if they discovered that the company
was engaged in irresponsible business practices.24 • Research from Mintel, a
market research firm, indicates that 56 percent of US consumers indicate that
they would no longer do business with organizations they believe to be
unethical.25 • A recent survey showed that consumers seek a match between
their beliefs and those exemplified by the organization. According to the survey,
an overwhelming 72 percent of respondents indicated that they purchase goods
and services from companies with beliefs similar to theirs in terms of
environmental preservation and child labor.26 By choosing brands that align
with their values, consumers are voting with their pocketbooks. Modern
consumers are more than willing to take their business elsewhere if they
perceive a disconnect between their values and those of the organization, and
they will likely share their sentiments on social media.
Economic theory suggests that consumers seek to maximize utility (the total
satisfaction received from consuming a product or service) at the lowest cost
possible, so it follows that firms that have higher costs of production will be
driven out of the market. Recently, more and more firms have started using
“ethical” labels as a means of product differentiation, a marketing strategy in
which a brand identifies the one thing that makes it genuinely different from
competitors and then leverages that notion in its branding and messaging. But
what does this look like in action? Let’s take a quick look at one popular brand
that honed its differentiation strategy and succeeded as a result. Like many fast-
food chains, Chipotle (see Figure 3.13) focuses on the quality of its ingredients
above all else. One of the brand’s hallmarks is that it works with family farmers
within a 130-mile radius of each of its locations and attempts whenever possible
to source local and sustainably raised ingredients. Additionally, Chipotle
eliminated genetically modified (GMO) foods from its menu, citing public
concerns about the safety of genetically modified ingredients.
Are You an Ethical Consumer? At its most basic level, being an ethical
consumer simply means choosing goods that are ethically sourced, produced,
and distributed. Ethical consumerism has become something of a buzzword
over the last decade, and organizations are taking notice of consumers’
expectations in terms of social and environmental practices. Consider some
statistics to better understand how consumers put ethical consumerism in
practice: • According to a Statista poll, 90 percent of US survey respondents
indicated that they would boycott a brand if they discovered that the company
was engaged in irresponsible business practices.24 • Research from Mintel, a
market research firm, indicates that 56 percent of US consumers indicate that
they would no longer do business with organizations they believe to be
unethical.25 • A recent survey showed that consumers seek a match between
their beliefs and those exemplified by the organization. According to the survey,
an overwhelming 72 percent of respondents indicated that they purchase goods
and services from companies with beliefs similar to theirs in terms of
environmental preservation and child labor.26 By choosing brands that align
with their values, consumers are voting with their pocketbooks. Modern
consumers are more than willing to take their business elsewhere if they
perceive a disconnect between their values and those of the organization, and
they will likely share their sentiments on social media.
Economic theory suggests that consumers seek to maximize utility (the total
satisfaction received from consuming a product or service) at the lowest cost
possible, so it follows that firms that have higher costs of production will be
driven out of the market. Recently, more and more firms have started using
“ethical” labels as a means of product differentiation, a marketing strategy in
which a brand identifies the one thing that makes it genuinely different from
competitors and then leverages that notion in its branding and messaging. But
what does this look like in action? Let’s take a quick look at one popular brand
that honed its differentiation strategy and succeeded as a result. Like many fast-
food chains, Chipotle (see Figure 3.13) focuses on the quality of its ingredients
above all else. One of the brand’s hallmarks is that it works with family farmers
within a 130-mile radius of each of its locations and attempts whenever possible
to source local and sustainably raised ingredients. Additionally, Chipotle
eliminated genetically modified (GMO) foods from its menu, citing public
concerns about the safety of genetically modified ingredients.
Are You an Ethical Consumer? At its most basic level, being an ethical
consumer simply means choosing goods that are ethically sourced, produced,
and distributed. Ethical consumerism has become something of a buzzword
over the last decade, and organizations are taking notice of consumers’
expectations in terms of social and environmental practices. Consider some
statistics to better understand how consumers put ethical consumerism in
practice: • According to a Statista poll, 90 percent of US survey respondents
indicated that they would boycott a brand if they discovered that the company
was engaged in irresponsible business practices.24 • Research from Mintel, a
market research firm, indicates that 56 percent of US consumers indicate that
they would no longer do business with organizations they believe to be
unethical.25 • A recent survey showed that consumers seek a match between
their beliefs and those exemplified by the organization. According to the survey,
an overwhelming 72 percent of respondents indicated that they purchase goods
and services from companies with beliefs similar to theirs in terms of
environmental preservation and child labor.26 By choosing brands that align
with their values, consumers are voting with their pocketbooks. Modern
consumers are more than willing to take their business elsewhere if they
perceive a disconnect between their values and those of the organization, and
they will likely share their sentiments on social media.
Economic theory suggests that consumers seek to maximize utility (the total
satisfaction received from consuming a product or service) at the lowest cost
possible, so it follows that firms that have higher costs of production will be
driven out of the market. Recently, more and more firms have started using
“ethical” labels as a means of product differentiation, a marketing strategy in
which a brand identifies the one thing that makes it genuinely different from
competitors and then leverages that notion in its branding and messaging. But
what does this look like in action? Let’s take a quick look at one popular brand
that honed its differentiation strategy and succeeded as a result. Like many fast-
food chains, Chipotle (see Figure 3.13) focuses on the quality of its ingredients
above all else. One of the brand’s hallmarks is that it works with family farmers
within a 130-mile radius of each of its locations and attempts whenever possible
to source local and sustainably raised ingredients. Additionally, Chipotle
eliminated genetically modified (GMO) foods from its menu, citing public
concerns about the safety of genetically modified ingredients.
Are You an Ethical Consumer? At its most basic level, being an ethical
consumer simply means choosing goods that are ethically sourced, produced,
and distributed. Ethical consumerism has become something of a buzzword
over the last decade, and organizations are taking notice of consumers’
expectations in terms of social and environmental practices. Consider some
statistics to better understand how consumers put ethical consumerism in
practice: • According to a Statista poll, 90 percent of US survey respondents
indicated that they would boycott a brand if they discovered that the company
was engaged in irresponsible business practices.24 • Research from Mintel, a
market research firm, indicates that 56 percent of US consumers indicate that
they would no longer do business with organizations they believe to be
unethical.25 • A recent survey showed that consumers seek a match between
their beliefs and those exemplified by the organization. According to the survey,
an overwhelming 72 percent of respondents indicated that they purchase goods
and services from companies with beliefs similar to theirs in terms of
environmental preservation and child labor.26 By choosing brands that align
with their values, consumers are voting with their pocketbooks. Modern
consumers are more than willing to take their business elsewhere if they
perceive a disconnect between their values and those of the organization, and
they will likely share their sentiments on social media.
Economic theory suggests that consumers seek to maximize utility (the total
satisfaction received from consuming a product or service) at the lowest cost
possible, so it follows that firms that have higher costs of production will be
driven out of the market. Recently, more and more firms have started using
“ethical” labels as a means of product differentiation, a marketing strategy in
which a brand identifies the one thing that makes it genuinely different from
competitors and then leverages that notion in its branding and messaging. But
what does this look like in action? Let’s take a quick look at one popular brand
that honed its differentiation strategy and succeeded as a result. Like many fast-
food chains, Chipotle (see Figure 3.13) focuses on the quality of its ingredients
above all else. One of the brand’s hallmarks is that it works with family farmers
within a 130-mile radius of each of its locations and attempts whenever possible
to source local and sustainably raised ingredients. Additionally, Chipotle
eliminated genetically modified (GMO) foods from its menu, citing public
concerns about the safety of genetically modified ingredients.
Are You an Ethical Consumer? At its most basic level, being an ethical
consumer simply means choosing goods that are ethically sourced, produced,
and distributed. Ethical consumerism has become something of a buzzword
over the last decade, and organizations are taking notice of consumers’
expectations in terms of social and environmental practices. Consider some
statistics to better understand how consumers put ethical consumerism in
practice: • According to a Statista poll, 90 percent of US survey respondents
indicated that they would boycott a brand if they discovered that the company
was engaged in irresponsible business practices.24 • Research from Mintel, a
market research firm, indicates that 56 percent of US consumers indicate that
they would no longer do business with organizations they believe to be
unethical.25 • A recent survey showed that consumers seek a match between
their beliefs and those exemplified by the organization. According to the survey,
an overwhelming 72 percent of respondents indicated that they purchase goods
and services from companies with beliefs similar to theirs in terms of
environmental preservation and child labor.26 By choosing brands that align
with their values, consumers are voting with their pocketbooks. Modern
consumers are more than willing to take their business elsewhere if they
perceive a disconnect between their values and those of the organization, and
they will likely share their sentiments on social media.
Economic theory suggests that consumers seek to maximize utility (the total
satisfaction received from consuming a product or service) at the lowest cost
possible, so it follows that firms that have higher costs of production will be
driven out of the market. Recently, more and more firms have started using
“ethical” labels as a means of product differentiation, a marketing strategy in
which a brand identifies the one thing that makes it genuinely different from
competitors and then leverages that notion in its branding and messaging. But
what does this look like in action? Let’s take a quick look at one popular brand
that honed its differentiation strategy and succeeded as a result. Like many fast-
food chains, Chipotle (see Figure 3.13) focuses on the quality of its ingredients
above all else. One of the brand’s hallmarks is that it works with family farmers
within a 130-mile radius of each of its locations and attempts whenever possible
to source local and sustainably raised ingredients. Additionally, Chipotle
eliminated genetically modified (GMO) foods from its menu, citing public
concerns about the safety of genetically modified ingredients.
Are You an Ethical Consumer? At its most basic level, being an ethical
consumer simply means choosing goods that are ethically sourced, produced,
and distributed. Ethical consumerism has become something of a buzzword
over the last decade, and organizations are taking notice of consumers’
expectations in terms of social and environmental practices. Consider some
statistics to better understand how consumers put ethical consumerism in
practice: • According to a Statista poll, 90 percent of US survey respondents
indicated that they would boycott a brand if they discovered that the company
was engaged in irresponsible business practices.24 • Research from Mintel, a
market research firm, indicates that 56 percent of US consumers indicate that
they would no longer do business with organizations they believe to be
unethical.25 • A recent survey showed that consumers seek a match between
their beliefs and those exemplified by the organization. According to the survey,
an overwhelming 72 percent of respondents indicated that they purchase goods
and services from companies with beliefs similar to theirs in terms of
environmental preservation and child labor.26 By choosing brands that align
with their values, consumers are voting with their pocketbooks. Modern
consumers are more than willing to take their business elsewhere if they
perceive a disconnect between their values and those of the organization, and
they will likely share their sentiments on social media.
Economic theory suggests that consumers seek to maximize utility (the total
satisfaction received from consuming a product or service) at the lowest cost
possible, so it follows that firms that have higher costs of production will be
driven out of the market. Recently, more and more firms have started using
“ethical” labels as a means of product differentiation, a marketing strategy in
which a brand identifies the one thing that makes it genuinely different from
competitors and then leverages that notion in its branding and messaging. But
what does this look like in action? Let’s take a quick look at one popular brand
that honed its differentiation strategy and succeeded as a result. Like many fast-
food chains, Chipotle (see Figure 3.13) focuses on the quality of its ingredients
above all else. One of the brand’s hallmarks is that it works with family farmers
within a 130-mile radius of each of its locations and attempts whenever possible
to source local and sustainably raised ingredients. Additionally, Chipotle
eliminated genetically modified (GMO) foods from its menu, citing public
concerns about the safety of genetically modified ingredients.
Are You an Ethical Consumer? At its most basic level, being an ethical
consumer simply means choosing goods that are ethically sourced, produced,
and distributed. Ethical consumerism has become something of a buzzword
over the last decade, and organizations are taking notice of consumers’
expectations in terms of social and environmental practices. Consider some
statistics to better understand how consumers put ethical consumerism in
practice: • According to a Statista poll, 90 percent of US survey respondents
indicated that they would boycott a brand if they discovered that the company
was engaged in irresponsible business practices.24 • Research from Mintel, a
market research firm, indicates that 56 percent of US consumers indicate that
they would no longer do business with organizations they believe to be
unethical.25 • A recent survey showed that consumers seek a match between
their beliefs and those exemplified by the organization. According to the survey,
an overwhelming 72 percent of respondents indicated that they purchase goods
and services from companies with beliefs similar to theirs in terms of
environmental preservation and child labor.26 By choosing brands that align
with their values, consumers are voting with their pocketbooks. Modern
consumers are more than willing to take their business elsewhere if they
perceive a disconnect between their values and those of the organization, and
they will likely share their sentiments on social media.
Economic theory suggests that consumers seek to maximize utility (the total
satisfaction received from consuming a product or service) at the lowest cost
possible, so it follows that firms that have higher costs of production will be
driven out of the market. Recently, more and more firms have started using
“ethical” labels as a means of product differentiation, a marketing strategy in
which a brand identifies the one thing that makes it genuinely different from
competitors and then leverages that notion in its branding and messaging. But
what does this look like in action? Let’s take a quick look at one popular brand
that honed its differentiation strategy and succeeded as a result. Like many fast-
food chains, Chipotle (see Figure 3.13) focuses on the quality of its ingredients
above all else. One of the brand’s hallmarks is that it works with family farmers
within a 130-mile radius of each of its locations and attempts whenever possible
to source local and sustainably raised ingredients. Additionally, Chipotle
eliminated genetically modified (GMO) foods from its menu, citing public
concerns about the safety of genetically modified ingredients.
Are You an Ethical Consumer? At its most basic level, being an ethical
consumer simply means choosing goods that are ethically sourced, produced,
and distributed. Ethical consumerism has become something of a buzzword
over the last decade, and organizations are taking notice of consumers’
expectations in terms of social and environmental practices. Consider some
statistics to better understand how consumers put ethical consumerism in
practice: • According to a Statista poll, 90 percent of US survey respondents
indicated that they would boycott a brand if they discovered that the company
was engaged in irresponsible business practices.24 • Research from Mintel, a
market research firm, indicates that 56 percent of US consumers indicate that
they would no longer do business with organizations they believe to be
unethical.25 • A recent survey showed that consumers seek a match between
their beliefs and those exemplified by the organization. According to the survey,
an overwhelming 72 percent of respondents indicated that they purchase goods
and services from companies with beliefs similar to theirs in terms of
environmental preservation and child labor.26 By choosing brands that align
with their values, consumers are voting with their pocketbooks. Modern
consumers are more than willing to take their business elsewhere if they
perceive a disconnect between their values and those of the organization, and
they will likely share their sentiments on social media.
Economic theory suggests that consumers seek to maximize utility (the total
satisfaction received from consuming a product or service) at the lowest cost
possible, so it follows that firms that have higher costs of production will be
driven out of the market. Recently, more and more firms have started using
“ethical” labels as a means of product differentiation, a marketing strategy in
which a brand identifies the one thing that makes it genuinely different from
competitors and then leverages that notion in its branding and messaging. But
what does this look like in action? Let’s take a quick look at one popular brand
that honed its differentiation strategy and succeeded as a result. Like many fast-
food chains, Chipotle (see Figure 3.13) focuses on the quality of its ingredients
above all else. One of the brand’s hallmarks is that it works with family farmers
within a 130-mile radius of each of its locations and attempts whenever possible
to source local and sustainably raised ingredients. Additionally, Chipotle
eliminated genetically modified (GMO) foods from its menu, citing public
concerns about the safety of genetically modified ingredients.
Are You an Ethical Consumer? At its most basic level, being an ethical
consumer simply means choosing goods that are ethically sourced, produced,
and distributed. Ethical consumerism has become something of a buzzword
over the last decade, and organizations are taking notice of consumers’
expectations in terms of social and environmental practices. Consider some
statistics to better understand how consumers put ethical consumerism in
practice: • According to a Statista poll, 90 percent of US survey respondents
indicated that they would boycott a brand if they discovered that the company
was engaged in irresponsible business practices.24 • Research from Mintel, a
market research firm, indicates that 56 percent of US consumers indicate that
they would no longer do business with organizations they believe to be
unethical.25 • A recent survey showed that consumers seek a match between
their beliefs and those exemplified by the organization. According to the survey,
an overwhelming 72 percent of respondents indicated that they purchase goods
and services from companies with beliefs similar to theirs in terms of
environmental preservation and child labor.26 By choosing brands that align
with their values, consumers are voting with their pocketbooks. Modern
consumers are more than willing to take their business elsewhere if they
perceive a disconnect between their values and those of the organization, and
they will likely share their sentiments on social media.
Economic theory suggests that consumers seek to maximize utility (the total
satisfaction received from consuming a product or service) at the lowest cost
possible, so it follows that firms that have higher costs of production will be
driven out of the market. Recently, more and more firms have started using
“ethical” labels as a means of product differentiation, a marketing strategy in
which a brand identifies the one thing that makes it genuinely different from
competitors and then leverages that notion in its branding and messaging. But
what does this look like in action? Let’s take a quick look at one popular brand
that honed its differentiation strategy and succeeded as a result. Like many fast-
food chains, Chipotle (see Figure 3.13) focuses on the quality of its ingredients
above all else. One of the brand’s hallmarks is that it works with family farmers
within a 130-mile radius of each of its locations and attempts whenever possible
to source local and sustainably raised ingredients. Additionally, Chipotle
eliminated genetically modified (GMO) foods from its menu, citing public
concerns about the safety of genetically modified ingredients.
Are You an Ethical Consumer? At its most basic level, being an ethical
consumer simply means choosing goods that are ethically sourced, produced,
and distributed. Ethical consumerism has become something of a buzzword
over the last decade, and organizations are taking notice of consumers’
expectations in terms of social and environmental practices. Consider some
statistics to better understand how consumers put ethical consumerism in
practice: • According to a Statista poll, 90 percent of US survey respondents
indicated that they would boycott a brand if they discovered that the company
was engaged in irresponsible business practices.24 • Research from Mintel, a
market research firm, indicates that 56 percent of US consumers indicate that
they would no longer do business with organizations they believe to be
unethical.25 • A recent survey showed that consumers seek a match between
their beliefs and those exemplified by the organization. According to the survey,
an overwhelming 72 percent of respondents indicated that they purchase goods
and services from companies with beliefs similar to theirs in terms of
environmental preservation and child labor.26 By choosing brands that align
with their values, consumers are voting with their pocketbooks. Modern
consumers are more than willing to take their business elsewhere if they
perceive a disconnect between their values and those of the organization, and
they will likely share their sentiments on social media.
Economic theory suggests that consumers seek to maximize utility (the total
satisfaction received from consuming a product or service) at the lowest cost
possible, so it follows that firms that have higher costs of production will be
driven out of the market. Recently, more and more firms have started using
“ethical” labels as a means of product differentiation, a marketing strategy in
which a brand identifies the one thing that makes it genuinely different from
competitors and then leverages that notion in its branding and messaging. But
what does this look like in action? Let’s take a quick look at one popular brand
that honed its differentiation strategy and succeeded as a result. Like many fast-
food chains, Chipotle (see Figure 3.13) focuses on the quality of its ingredients
above all else. One of the brand’s hallmarks is that it works with family farmers
within a 130-mile radius of each of its locations and attempts whenever possible
to source local and sustainably raised ingredients. Additionally, Chipotle
eliminated genetically modified (GMO) foods from its menu, citing public
concerns about the safety of genetically modified ingredients.
Are You an Ethical Consumer? At its most basic level, being an ethical
consumer simply means choosing goods that are ethically sourced, produced,
and distributed. Ethical consumerism has become something of a buzzword
over the last decade, and organizations are taking notice of consumers’
expectations in terms of social and environmental practices. Consider some
statistics to better understand how consumers put ethical consumerism in
practice: • According to a Statista poll, 90 percent of US survey respondents
indicated that they would boycott a brand if they discovered that the company
was engaged in irresponsible business practices.24 • Research from Mintel, a
market research firm, indicates that 56 percent of US consumers indicate that
they would no longer do business with organizations they believe to be
unethical.25 • A recent survey showed that consumers seek a match between
their beliefs and those exemplified by the organization. According to the survey,
an overwhelming 72 percent of respondents indicated that they purchase goods
and services from companies with beliefs similar to theirs in terms of
environmental preservation and child labor.26 By choosing brands that align
with their values, consumers are voting with their pocketbooks. Modern
consumers are more than willing to take their business elsewhere if they
perceive a disconnect between their values and those of the organization, and
they will likely share their sentiments on social media.
Economic theory suggests that consumers seek to maximize utility (the total
satisfaction received from consuming a product or service) at the lowest cost
possible, so it follows that firms that have higher costs of production will be
driven out of the market. Recently, more and more firms have started using
“ethical” labels as a means of product differentiation, a marketing strategy in
which a brand identifies the one thing that makes it genuinely different from
competitors and then leverages that notion in its branding and messaging. But
what does this look like in action? Let’s take a quick look at one popular brand
that honed its differentiation strategy and succeeded as a result. Like many fast-
food chains, Chipotle (see Figure 3.13) focuses on the quality of its ingredients
above all else. One of the brand’s hallmarks is that it works with family farmers
within a 130-mile radius of each of its locations and attempts whenever possible
to source local and sustainably raised ingredients. Additionally, Chipotle
eliminated genetically modified (GMO) foods from its menu, citing public
concerns about the safety of genetically modified ingredients.
Are You an Ethical Consumer? At its most basic level, being an ethical
consumer simply means choosing goods that are ethically sourced, produced,
and distributed. Ethical consumerism has become something of a buzzword
over the last decade, and organizations are taking notice of consumers’
expectations in terms of social and environmental practices. Consider some
statistics to better understand how consumers put ethical consumerism in
practice: • According to a Statista poll, 90 percent of US survey respondents
indicated that they would boycott a brand if they discovered that the company
was engaged in irresponsible business practices.24 • Research from Mintel, a
market research firm, indicates that 56 percent of US consumers indicate that
they would no longer do business with organizations they believe to be
unethical.25 • A recent survey showed that consumers seek a match between
their beliefs and those exemplified by the organization. According to the survey,
an overwhelming 72 percent of respondents indicated that they purchase goods
and services from companies with beliefs similar to theirs in terms of
environmental preservation and child labor.26 By choosing brands that align
with their values, consumers are voting with their pocketbooks. Modern
consumers are more than willing to take their business elsewhere if they
perceive a disconnect between their values and those of the organization, and
they will likely share their sentiments on social media.
Economic theory suggests that consumers seek to maximize utility (the total
satisfaction received from consuming a product or service) at the lowest cost
possible, so it follows that firms that have higher costs of production will be
driven out of the market. Recently, more and more firms have started using
“ethical” labels as a means of product differentiation, a marketing strategy in
which a brand identifies the one thing that makes it genuinely different from
competitors and then leverages that notion in its branding and messaging. But
what does this look like in action? Let’s take a quick look at one popular brand
that honed its differentiation strategy and succeeded as a result. Like many fast-
food chains, Chipotle (see Figure 3.13) focuses on the quality of its ingredients
above all else. One of the brand’s hallmarks is that it works with family farmers
within a 130-mile radius of each of its locations and attempts whenever possible
to source local and sustainably raised ingredients. Additionally, Chipotle
eliminated genetically modified (GMO) foods from its menu, citing public
concerns about the safety of genetically modified ingredients.
Are You an Ethical Consumer? At its most basic level, being an ethical
consumer simply means choosing goods that are ethically sourced, produced,
and distributed. Ethical consumerism has become something of a buzzword
over the last decade, and organizations are taking notice of consumers’
expectations in terms of social and environmental practices. Consider some
statistics to better understand how consumers put ethical consumerism in
practice: • According to a Statista poll, 90 percent of US survey respondents
indicated that they would boycott a brand if they discovered that the company
was engaged in irresponsible business practices.24 • Research from Mintel, a
market research firm, indicates that 56 percent of US consumers indicate that
they would no longer do business with organizations they believe to be
unethical.25 • A recent survey showed that consumers seek a match between
their beliefs and those exemplified by the organization. According to the survey,
an overwhelming 72 percent of respondents indicated that they purchase goods
and services from companies with beliefs similar to theirs in terms of
environmental preservation and child labor.26 By choosing brands that align
with their values, consumers are voting with their pocketbooks. Modern
consumers are more than willing to take their business elsewhere if they
perceive a disconnect between their values and those of the organization, and
they will likely share their sentiments on social media.
Economic theory suggests that consumers seek to maximize utility (the total
satisfaction received from consuming a product or service) at the lowest cost
possible, so it follows that firms that have higher costs of production will be
driven out of the market. Recently, more and more firms have started using
“ethical” labels as a means of product differentiation, a marketing strategy in
which a brand identifies the one thing that makes it genuinely different from
competitors and then leverages that notion in its branding and messaging. But
what does this look like in action? Let’s take a quick look at one popular brand
that honed its differentiation strategy and succeeded as a result. Like many fast-
food chains, Chipotle (see Figure 3.13) focuses on the quality of its ingredients
above all else. One of the brand’s hallmarks is that it works with family farmers
within a 130-mile radius of each of its locations and attempts whenever possible
to source local and sustainably raised ingredients. Additionally, Chipotle
eliminated genetically modified (GMO) foods from its menu, citing public
concerns about the safety of genetically modified ingredients.
Are You an Ethical Consumer? At its most basic level, being an ethical
consumer simply means choosing goods that are ethically sourced, produced,
and distributed. Ethical consumerism has become something of a buzzword
over the last decade, and organizations are taking notice of consumers’
expectations in terms of social and environmental practices. Consider some
statistics to better understand how consumers put ethical consumerism in
practice: • According to a Statista poll, 90 percent of US survey respondents
indicated that they would boycott a brand if they discovered that the company
was engaged in irresponsible business practices.24 • Research from Mintel, a
market research firm, indicates that 56 percent of US consumers indicate that
they would no longer do business with organizations they believe to be
unethical.25 • A recent survey showed that consumers seek a match between
their beliefs and those exemplified by the organization. According to the survey,
an overwhelming 72 percent of respondents indicated that they purchase goods
and services from companies with beliefs similar to theirs in terms of
environmental preservation and child labor.26 By choosing brands that align
with their values, consumers are voting with their pocketbooks. Modern
consumers are more than willing to take their business elsewhere if they
perceive a disconnect between their values and those of the organization, and
they will likely share their sentiments on social media.
Economic theory suggests that consumers seek to maximize utility (the total
satisfaction received from consuming a product or service) at the lowest cost
possible, so it follows that firms that have higher costs of production will be
driven out of the market. Recently, more and more firms have started using
“ethical” labels as a means of product differentiation, a marketing strategy in
which a brand identifies the one thing that makes it genuinely different from
competitors and then leverages that notion in its branding and messaging. But
what does this look like in action? Let’s take a quick look at one popular brand
that honed its differentiation strategy and succeeded as a result. Like many fast-
food chains, Chipotle (see Figure 3.13) focuses on the quality of its ingredients
above all else. One of the brand’s hallmarks is that it works with family farmers
within a 130-mile radius of each of its locations and attempts whenever possible
to source local and sustainably raised ingredients. Additionally, Chipotle
eliminated genetically modified (GMO) foods from its menu, citing public
concerns about the safety of genetically modified ingredients.
Are You an Ethical Consumer? At its most basic level, being an ethical
consumer simply means choosing goods that are ethically sourced, produced,
and distributed. Ethical consumerism has become something of a buzzword
over the last decade, and organizations are taking notice of consumers’
expectations in terms of social and environmental practices. Consider some
statistics to better understand how consumers put ethical consumerism in
practice: • According to a Statista poll, 90 percent of US survey respondents
indicated that they would boycott a brand if they discovered that the company
was engaged in irresponsible business practices.24 • Research from Mintel, a
market research firm, indicates that 56 percent of US consumers indicate that
they would no longer do business with organizations they believe to be
unethical.25 • A recent survey showed that consumers seek a match between
their beliefs and those exemplified by the organization. According to the survey,
an overwhelming 72 percent of respondents indicated that they purchase goods
and services from companies with beliefs similar to theirs in terms of
environmental preservation and child labor.26 By choosing brands that align
with their values, consumers are voting with their pocketbooks. Modern
consumers are more than willing to take their business elsewhere if they
perceive a disconnect between their values and those of the organization, and
they will likely share their sentiments on social media.
Economic theory suggests that consumers seek to maximize utility (the total
satisfaction received from consuming a product or service) at the lowest cost
possible, so it follows that firms that have higher costs of production will be
driven out of the market. Recently, more and more firms have started using
“ethical” labels as a means of product differentiation, a marketing strategy in
which a brand identifies the one thing that makes it genuinely different from
competitors and then leverages that notion in its branding and messaging. But
what does this look like in action? Let’s take a quick look at one popular brand
that honed its differentiation strategy and succeeded as a result. Like many fast-
food chains, Chipotle (see Figure 3.13) focuses on the quality of its ingredients
above all else. One of the brand’s hallmarks is that it works with family farmers
within a 130-mile radius of each of its locations and attempts whenever possible
to source local and sustainably raised ingredients. Additionally, Chipotle
eliminated genetically modified (GMO) foods from its menu, citing public
concerns about the safety of genetically modified ingredients.
Are You an Ethical Consumer? At its most basic level, being an ethical
consumer simply means choosing goods that are ethically sourced, produced,
and distributed. Ethical consumerism has become something of a buzzword
over the last decade, and organizations are taking notice of consumers’
expectations in terms of social and environmental practices. Consider some
statistics to better understand how consumers put ethical consumerism in
practice: • According to a Statista poll, 90 percent of US survey respondents
indicated that they would boycott a brand if they discovered that the company
was engaged in irresponsible business practices.24 • Research from Mintel, a
market research firm, indicates that 56 percent of US consumers indicate that
they would no longer do business with organizations they believe to be
unethical.25 • A recent survey showed that consumers seek a match between
their beliefs and those exemplified by the organization. According to the survey,
an overwhelming 72 percent of respondents indicated that they purchase goods
and services from companies with beliefs similar to theirs in terms of
environmental preservation and child labor.26 By choosing brands that align
with their values, consumers are voting with their pocketbooks. Modern
consumers are more than willing to take their business elsewhere if they
perceive a disconnect between their values and those of the organization, and
they will likely share their sentiments on social media.
Economic theory suggests that consumers seek to maximize utility (the total
satisfaction received from consuming a product or service) at the lowest cost
possible, so it follows that firms that have higher costs of production will be
driven out of the market. Recently, more and more firms have started using
“ethical” labels as a means of product differentiation, a marketing strategy in
which a brand identifies the one thing that makes it genuinely different from
competitors and then leverages that notion in its branding and messaging. But
what does this look like in action? Let’s take a quick look at one popular brand
that honed its differentiation strategy and succeeded as a result. Like many fast-
food chains, Chipotle (see Figure 3.13) focuses on the quality of its ingredients
above all else. One of the brand’s hallmarks is that it works with family farmers
within a 130-mile radius of each of its locations and attempts whenever possible
to source local and sustainably raised ingredients. Additionally, Chipotle
eliminated genetically modified (GMO) foods from its menu, citing public
concerns about the safety of genetically modified ingredients.
Are You an Ethical Consumer? At its most basic level, being an ethical
consumer simply means choosing goods that are ethically sourced, produced,
and distributed. Ethical consumerism has become something of a buzzword
over the last decade, and organizations are taking notice of consumers’
expectations in terms of social and environmental practices. Consider some
statistics to better understand how consumers put ethical consumerism in
practice: • According to a Statista poll, 90 percent of US survey respondents
indicated that they would boycott a brand if they discovered that the company
was engaged in irresponsible business practices.24 • Research from Mintel, a
market research firm, indicates that 56 percent of US consumers indicate that
they would no longer do business with organizations they believe to be
unethical.25 • A recent survey showed that consumers seek a match between
their beliefs and those exemplified by the organization. According to the survey,
an overwhelming 72 percent of respondents indicated that they purchase goods
and services from companies with beliefs similar to theirs in terms of
environmental preservation and child labor.26 By choosing brands that align
with their values, consumers are voting with their pocketbooks. Modern
consumers are more than willing to take their business elsewhere if they
perceive a disconnect between their values and those of the organization, and
they will likely share their sentiments on social media.
Economic theory suggests that consumers seek to maximize utility (the total
satisfaction received from consuming a product or service) at the lowest cost
possible, so it follows that firms that have higher costs of production will be
driven out of the market. Recently, more and more firms have started using
“ethical” labels as a means of product differentiation, a marketing strategy in
which a brand identifies the one thing that makes it genuinely different from
competitors and then leverages that notion in its branding and messaging. But
what does this look like in action? Let’s take a quick look at one popular brand
that honed its differentiation strategy and succeeded as a result. Like many fast-
food chains, Chipotle (see Figure 3.13) focuses on the quality of its ingredients
above all else. One of the brand’s hallmarks is that it works with family farmers
within a 130-mile radius of each of its locations and attempts whenever possible
to source local and sustainably raised ingredients. Additionally, Chipotle
eliminated genetically modified (GMO) foods from its menu, citing public
concerns about the safety of genetically modified ingredients.
Are You an Ethical Consumer? At its most basic level, being an ethical
consumer simply means choosing goods that are ethically sourced, produced,
and distributed. Ethical consumerism has become something of a buzzword
over the last decade, and organizations are taking notice of consumers’
expectations in terms of social and environmental practices. Consider some
statistics to better understand how consumers put ethical consumerism in
practice: • According to a Statista poll, 90 percent of US survey respondents
indicated that they would boycott a brand if they discovered that the company
was engaged in irresponsible business practices.24 • Research from Mintel, a
market research firm, indicates that 56 percent of US consumers indicate that
they would no longer do business with organizations they believe to be
unethical.25 • A recent survey showed that consumers seek a match between
their beliefs and those exemplified by the organization. According to the survey,
an overwhelming 72 percent of respondents indicated that they purchase goods
and services from companies with beliefs similar to theirs in terms of
environmental preservation and child labor.26 By choosing brands that align
with their values, consumers are voting with their pocketbooks. Modern
consumers are more than willing to take their business elsewhere if they
perceive a disconnect between their values and those of the organization, and
they will likely share their sentiments on social media.
Economic theory suggests that consumers seek to maximize utility (the total
satisfaction received from consuming a product or service) at the lowest cost
possible, so it follows that firms that have higher costs of production will be
driven out of the market. Recently, more and more firms have started using
“ethical” labels as a means of product differentiation, a marketing strategy in
which a brand identifies the one thing that makes it genuinely different from
competitors and then leverages that notion in its branding and messaging. But
what does this look like in action? Let’s take a quick look at one popular brand
that honed its differentiation strategy and succeeded as a result. Like many fast-
food chains, Chipotle (see Figure 3.13) focuses on the quality of its ingredients
above all else. One of the brand’s hallmarks is that it works with family farmers
within a 130-mile radius of each of its locations and attempts whenever possible
to source local and sustainably raised ingredients. Additionally, Chipotle
eliminated genetically modified (GMO) foods from its menu, citing public
concerns about the safety of genetically modified ingredients.
Are You an Ethical Consumer? At its most basic level, being an ethical
consumer simply means choosing goods that are ethically sourced, produced,
and distributed. Ethical consumerism has become something of a buzzword
over the last decade, and organizations are taking notice of consumers’
expectations in terms of social and environmental practices. Consider some
statistics to better understand how consumers put ethical consumerism in
practice: • According to a Statista poll, 90 percent of US survey respondents
indicated that they would boycott a brand if they discovered that the company
was engaged in irresponsible business practices.24 • Research from Mintel, a
market research firm, indicates that 56 percent of US consumers indicate that
they would no longer do business with organizations they believe to be
unethical.25 • A recent survey showed that consumers seek a match between
their beliefs and those exemplified by the organization. According to the survey,
an overwhelming 72 percent of respondents indicated that they purchase goods
and services from companies with beliefs similar to theirs in terms of
environmental preservation and child labor.26 By choosing brands that align
with their values, consumers are voting with their pocketbooks. Modern
consumers are more than willing to take their business elsewhere if they
perceive a disconnect between their values and those of the organization, and
they will likely share their sentiments on social media.
Economic theory suggests that consumers seek to maximize utility (the total
satisfaction received from consuming a product or service) at the lowest cost
possible, so it follows that firms that have higher costs of production will be
driven out of the market. Recently, more and more firms have started using
“ethical” labels as a means of product differentiation, a marketing strategy in
which a brand identifies the one thing that makes it genuinely different from
competitors and then leverages that notion in its branding and messaging. But
what does this look like in action? Let’s take a quick look at one popular brand
that honed its differentiation strategy and succeeded as a result. Like many fast-
food chains, Chipotle (see Figure 3.13) focuses on the quality of its ingredients
above all else. One of the brand’s hallmarks is that it works with family farmers
within a 130-mile radius of each of its locations and attempts whenever possible
to source local and sustainably raised ingredients. Additionally, Chipotle
eliminated genetically modified (GMO) foods from its menu, citing public
concerns about the safety of genetically modified ingredients.
Are You an Ethical Consumer? At its most basic level, being an ethical
consumer simply means choosing goods that are ethically sourced, produced,
and distributed. Ethical consumerism has become something of a buzzword
over the last decade, and organizations are taking notice of consumers’
expectations in terms of social and environmental practices. Consider some
statistics to better understand how consumers put ethical consumerism in
practice: • According to a Statista poll, 90 percent of US survey respondents
indicated that they would boycott a brand if they discovered that the company
was engaged in irresponsible business practices.24 • Research from Mintel, a
market research firm, indicates that 56 percent of US consumers indicate that
they would no longer do business with organizations they believe to be
unethical.25 • A recent survey showed that consumers seek a match between
their beliefs and those exemplified by the organization. According to the survey,
an overwhelming 72 percent of respondents indicated that they purchase goods
and services from companies with beliefs similar to theirs in terms of
environmental preservation and child labor.26 By choosing brands that align
with their values, consumers are voting with their pocketbooks. Modern
consumers are more than willing to take their business elsewhere if they
perceive a disconnect between their values and those of the organization, and
they will likely share their sentiments on social media.
Economic theory suggests that consumers seek to maximize utility (the total
satisfaction received from consuming a product or service) at the lowest cost
possible, so it follows that firms that have higher costs of production will be
driven out of the market. Recently, more and more firms have started using
“ethical” labels as a means of product differentiation, a marketing strategy in
which a brand identifies the one thing that makes it genuinely different from
competitors and then leverages that notion in its branding and messaging. But
what does this look like in action? Let’s take a quick look at one popular brand
that honed its differentiation strategy and succeeded as a result. Like many fast-
food chains, Chipotle (see Figure 3.13) focuses on the quality of its ingredients
above all else. One of the brand’s hallmarks is that it works with family farmers
within a 130-mile radius of each of its locations and attempts whenever possible
to source local and sustainably raised ingredients. Additionally, Chipotle
eliminated genetically modified (GMO) foods from its menu, citing public
concerns about the safety of genetically modified ingredients.
Are You an Ethical Consumer? At its most basic level, being an ethical
consumer simply means choosing goods that are ethically sourced, produced,
and distributed. Ethical consumerism has become something of a buzzword
over the last decade, and organizations are taking notice of consumers’
expectations in terms of social and environmental practices. Consider some
statistics to better understand how consumers put ethical consumerism in
practice: • According to a Statista poll, 90 percent of US survey respondents
indicated that they would boycott a brand if they discovered that the company
was engaged in irresponsible business practices.24 • Research from Mintel, a
market research firm, indicates that 56 percent of US consumers indicate that
they would no longer do business with organizations they believe to be
unethical.25 • A recent survey showed that consumers seek a match between
their beliefs and those exemplified by the organization. According to the survey,
an overwhelming 72 percent of respondents indicated that they purchase goods
and services from companies with beliefs similar to theirs in terms of
environmental preservation and child labor.26 By choosing brands that align
with their values, consumers are voting with their pocketbooks. Modern
consumers are more than willing to take their business elsewhere if they
perceive a disconnect between their values and those of the organization, and
they will likely share their sentiments on social media.
Economic theory suggests that consumers seek to maximize utility (the total
satisfaction received from consuming a product or service) at the lowest cost
possible, so it follows that firms that have higher costs of production will be
driven out of the market. Recently, more and more firms have started using
“ethical” labels as a means of product differentiation, a marketing strategy in
which a brand identifies the one thing that makes it genuinely different from
competitors and then leverages that notion in its branding and messaging. But
what does this look like in action? Let’s take a quick look at one popular brand
that honed its differentiation strategy and succeeded as a result. Like many fast-
food chains, Chipotle (see Figure 3.13) focuses on the quality of its ingredients
above all else. One of the brand’s hallmarks is that it works with family farmers
within a 130-mile radius of each of its locations and attempts whenever possible
to source local and sustainably raised ingredients. Additionally, Chipotle
eliminated genetically modified (GMO) foods from its menu, citing public
concerns about the safety of genetically modified ingredients.
Are You an Ethical Consumer? At its most basic level, being an ethical
consumer simply means choosing goods that are ethically sourced, produced,
and distributed. Ethical consumerism has become something of a buzzword
over the last decade, and organizations are taking notice of consumers’
expectations in terms of social and environmental practices. Consider some
statistics to better understand how consumers put ethical consumerism in
practice: • According to a Statista poll, 90 percent of US survey respondents
indicated that they would boycott a brand if they discovered that the company
was engaged in irresponsible business practices.24 • Research from Mintel, a
market research firm, indicates that 56 percent of US consumers indicate that
they would no longer do business with organizations they believe to be
unethical.25 • A recent survey showed that consumers seek a match between
their beliefs and those exemplified by the organization. According to the survey,
an overwhelming 72 percent of respondents indicated that they purchase goods
and services from companies with beliefs similar to theirs in terms of
environmental preservation and child labor.26 By choosing brands that align
with their values, consumers are voting with their pocketbooks. Modern
consumers are more than willing to take their business elsewhere if they
perceive a disconnect between their values and those of the organization, and
they will likely share their sentiments on social media.
Economic theory suggests that consumers seek to maximize utility (the total
satisfaction received from consuming a product or service) at the lowest cost
possible, so it follows that firms that have higher costs of production will be
driven out of the market. Recently, more and more firms have started using
“ethical” labels as a means of product differentiation, a marketing strategy in
which a brand identifies the one thing that makes it genuinely different from
competitors and then leverages that notion in its branding and messaging. But
what does this look like in action? Let’s take a quick look at one popular brand
that honed its differentiation strategy and succeeded as a result. Like many fast-
food chains, Chipotle (see Figure 3.13) focuses on the quality of its ingredients
above all else. One of the brand’s hallmarks is that it works with family farmers
within a 130-mile radius of each of its locations and attempts whenever possible
to source local and sustainably raised ingredients. Additionally, Chipotle
eliminated genetically modified (GMO) foods from its menu, citing public
concerns about the safety of genetically modified ingredients.
Are You an Ethical Consumer? At its most basic level, being an ethical
consumer simply means choosing goods that are ethically sourced, produced,
and distributed. Ethical consumerism has become something of a buzzword
over the last decade, and organizations are taking notice of consumers’
expectations in terms of social and environmental practices. Consider some
statistics to better understand how consumers put ethical consumerism in
practice: • According to a Statista poll, 90 percent of US survey respondents
indicated that they would boycott a brand if they discovered that the company
was engaged in irresponsible business practices.24 • Research from Mintel, a
market research firm, indicates that 56 percent of US consumers indicate that
they would no longer do business with organizations they believe to be
unethical.25 • A recent survey showed that consumers seek a match between
their beliefs and those exemplified by the organization. According to the survey,
an overwhelming 72 percent of respondents indicated that they purchase goods
and services from companies with beliefs similar to theirs in terms of
environmental preservation and child labor.26 By choosing brands that align
with their values, consumers are voting with their pocketbooks. Modern
consumers are more than willing to take their business elsewhere if they
perceive a disconnect between their values and those of the organization, and
they will likely share their sentiments on social media.
Economic theory suggests that consumers seek to maximize utility (the total
satisfaction received from consuming a product or service) at the lowest cost
possible, so it follows that firms that have higher costs of production will be
driven out of the market. Recently, more and more firms have started using
“ethical” labels as a means of product differentiation, a marketing strategy in
which a brand identifies the one thing that makes it genuinely different from
competitors and then leverages that notion in its branding and messaging. But
what does this look like in action? Let’s take a quick look at one popular brand
that honed its differentiation strategy and succeeded as a result. Like many fast-
food chains, Chipotle (see Figure 3.13) focuses on the quality of its ingredients
above all else. One of the brand’s hallmarks is that it works with family farmers
within a 130-mile radius of each of its locations and attempts whenever possible
to source local and sustainably raised ingredients. Additionally, Chipotle
eliminated genetically modified (GMO) foods from its menu, citing public
concerns about the safety of genetically modified ingredients.
Are You an Ethical Consumer? At its most basic level, being an ethical
consumer simply means choosing goods that are ethically sourced, produced,
and distributed. Ethical consumerism has become something of a buzzword
over the last decade, and organizations are taking notice of consumers’
expectations in terms of social and environmental practices. Consider some
statistics to better understand how consumers put ethical consumerism in
practice: • According to a Statista poll, 90 percent of US survey respondents
indicated that they would boycott a brand if they discovered that the company
was engaged in irresponsible business practices.24 • Research from Mintel, a
market research firm, indicates that 56 percent of US consumers indicate that
they would no longer do business with organizations they believe to be
unethical.25 • A recent survey showed that consumers seek a match between
their beliefs and those exemplified by the organization. According to the survey,
an overwhelming 72 percent of respondents indicated that they purchase goods
and services from companies with beliefs similar to theirs in terms of
environmental preservation and child labor.26 By choosing brands that align
with their values, consumers are voting with their pocketbooks. Modern
consumers are more than willing to take their business elsewhere if they
perceive a disconnect between their values and those of the organization, and
they will likely share their sentiments on social media.
Economic theory suggests that consumers seek to maximize utility (the total
satisfaction received from consuming a product or service) at the lowest cost
possible, so it follows that firms that have higher costs of production will be
driven out of the market. Recently, more and more firms have started using
“ethical” labels as a means of product differentiation, a marketing strategy in
which a brand identifies the one thing that makes it genuinely different from
competitors and then leverages that notion in its branding and messaging. But
what does this look like in action? Let’s take a quick look at one popular brand
that honed its differentiation strategy and succeeded as a result. Like many fast-
food chains, Chipotle (see Figure 3.13) focuses on the quality of its ingredients
above all else. One of the brand’s hallmarks is that it works with family farmers
within a 130-mile radius of each of its locations and attempts whenever possible
to source local and sustainably raised ingredients. Additionally, Chipotle
eliminated genetically modified (GMO) foods from its menu, citing public
concerns about the safety of genetically modified ingredients.
Are You an Ethical Consumer? At its most basic level, being an ethical
consumer simply means choosing goods that are ethically sourced, produced,
and distributed. Ethical consumerism has become something of a buzzword
over the last decade, and organizations are taking notice of consumers’
expectations in terms of social and environmental practices. Consider some
statistics to better understand how consumers put ethical consumerism in
practice: • According to a Statista poll, 90 percent of US survey respondents
indicated that they would boycott a brand if they discovered that the company
was engaged in irresponsible business practices.24 • Research from Mintel, a
market research firm, indicates that 56 percent of US consumers indicate that
they would no longer do business with organizations they believe to be
unethical.25 • A recent survey showed that consumers seek a match between
their beliefs and those exemplified by the organization. According to the survey,
an overwhelming 72 percent of respondents indicated that they purchase goods
and services from companies with beliefs similar to theirs in terms of
environmental preservation and child labor.26 By choosing brands that align
with their values, consumers are voting with their pocketbooks. Modern
consumers are more than willing to take their business elsewhere if they
perceive a disconnect between their values and those of the organization, and
they will likely share their sentiments on social media.
Economic theory suggests that consumers seek to maximize utility (the total
satisfaction received from consuming a product or service) at the lowest cost
possible, so it follows that firms that have higher costs of production will be
driven out of the market. Recently, more and more firms have started using
“ethical” labels as a means of product differentiation, a marketing strategy in
which a brand identifies the one thing that makes it genuinely different from
competitors and then leverages that notion in its branding and messaging. But
what does this look like in action? Let’s take a quick look at one popular brand
that honed its differentiation strategy and succeeded as a result. Like many fast-
food chains, Chipotle (see Figure 3.13) focuses on the quality of its ingredients
above all else. One of the brand’s hallmarks is that it works with family farmers
within a 130-mile radius of each of its locations and attempts whenever possible
to source local and sustainably raised ingredients. Additionally, Chipotle
eliminated genetically modified (GMO) foods from its menu, citing public
concerns about the safety of genetically modified ingredients.
Are You an Ethical Consumer? At its most basic level, being an ethical
consumer simply means choosing goods that are ethically sourced, produced,
and distributed. Ethical consumerism has become something of a buzzword
over the last decade, and organizations are taking notice of consumers’
expectations in terms of social and environmental practices. Consider some
statistics to better understand how consumers put ethical consumerism in
practice: • According to a Statista poll, 90 percent of US survey respondents
indicated that they would boycott a brand if they discovered that the company
was engaged in irresponsible business practices.24 • Research from Mintel, a
market research firm, indicates that 56 percent of US consumers indicate that
they would no longer do business with organizations they believe to be
unethical.25 • A recent survey showed that consumers seek a match between
their beliefs and those exemplified by the organization. According to the survey,
an overwhelming 72 percent of respondents indicated that they purchase goods
and services from companies with beliefs similar to theirs in terms of
environmental preservation and child labor.26 By choosing brands that align
with their values, consumers are voting with their pocketbooks. Modern
consumers are more than willing to take their business elsewhere if they
perceive a disconnect between their values and those of the organization, and
they will likely share their sentiments on social media.
Economic theory suggests that consumers seek to maximize utility (the total
satisfaction received from consuming a product or service) at the lowest cost
possible, so it follows that firms that have higher costs of production will be
driven out of the market. Recently, more and more firms have started using
“ethical” labels as a means of product differentiation, a marketing strategy in
which a brand identifies the one thing that makes it genuinely different from
competitors and then leverages that notion in its branding and messaging. But
what does this look like in action? Let’s take a quick look at one popular brand
that honed its differentiation strategy and succeeded as a result. Like many fast-
food chains, Chipotle (see Figure 3.13) focuses on the quality of its ingredients
above all else. One of the brand’s hallmarks is that it works with family farmers
within a 130-mile radius of each of its locations and attempts whenever possible
to source local and sustainably raised ingredients. Additionally, Chipotle
eliminated genetically modified (GMO) foods from its menu, citing public
concerns about the safety of genetically modified ingredients.
Are You an Ethical Consumer? At its most basic level, being an ethical
consumer simply means choosing goods that are ethically sourced, produced,
and distributed. Ethical consumerism has become something of a buzzword
over the last decade, and organizations are taking notice of consumers’
expectations in terms of social and environmental practices. Consider some
statistics to better understand how consumers put ethical consumerism in
practice: • According to a Statista poll, 90 percent of US survey respondents
indicated that they would boycott a brand if they discovered that the company
was engaged in irresponsible business practices.24 • Research from Mintel, a
market research firm, indicates that 56 percent of US consumers indicate that
they would no longer do business with organizations they believe to be
unethical.25 • A recent survey showed that consumers seek a match between
their beliefs and those exemplified by the organization. According to the survey,
an overwhelming 72 percent of respondents indicated that they purchase goods
and services from companies with beliefs similar to theirs in terms of
environmental preservation and child labor.26 By choosing brands that align
with their values, consumers are voting with their pocketbooks. Modern
consumers are more than willing to take their business elsewhere if they
perceive a disconnect between their values and those of the organization, and
they will likely share their sentiments on social media.
Economic theory suggests that consumers seek to maximize utility (the total
satisfaction received from consuming a product or service) at the lowest cost
possible, so it follows that firms that have higher costs of production will be
driven out of the market. Recently, more and more firms have started using
“ethical” labels as a means of product differentiation, a marketing strategy in
which a brand identifies the one thing that makes it genuinely different from
competitors and then leverages that notion in its branding and messaging. But
what does this look like in action? Let’s take a quick look at one popular brand
that honed its differentiation strategy and succeeded as a result. Like many fast-
food chains, Chipotle (see Figure 3.13) focuses on the quality of its ingredients
above all else. One of the brand’s hallmarks is that it works with family farmers
within a 130-mile radius of each of its locations and attempts whenever possible
to source local and sustainably raised ingredients. Additionally, Chipotle
eliminated genetically modified (GMO) foods from its menu, citing public
concerns about the safety of genetically modified ingredients.
Are You an Ethical Consumer? At its most basic level, being an ethical
consumer simply means choosing goods that are ethically sourced, produced,
and distributed. Ethical consumerism has become something of a buzzword
over the last decade, and organizations are taking notice of consumers’
expectations in terms of social and environmental practices. Consider some
statistics to better understand how consumers put ethical consumerism in
practice: • According to a Statista poll, 90 percent of US survey respondents
indicated that they would boycott a brand if they discovered that the company
was engaged in irresponsible business practices.24 • Research from Mintel, a
market research firm, indicates that 56 percent of US consumers indicate that
they would no longer do business with organizations they believe to be
unethical.25 • A recent survey showed that consumers seek a match between
their beliefs and those exemplified by the organization. According to the survey,
an overwhelming 72 percent of respondents indicated that they purchase goods
and services from companies with beliefs similar to theirs in terms of
environmental preservation and child labor.26 By choosing brands that align
with their values, consumers are voting with their pocketbooks. Modern
consumers are more than willing to take their business elsewhere if they
perceive a disconnect between their values and those of the organization, and
they will likely share their sentiments on social media.
Economic theory suggests that consumers seek to maximize utility (the total
satisfaction received from consuming a product or service) at the lowest cost
possible, so it follows that firms that have higher costs of production will be
driven out of the market. Recently, more and more firms have started using
“ethical” labels as a means of product differentiation, a marketing strategy in
which a brand identifies the one thing that makes it genuinely different from
competitors and then leverages that notion in its branding and messaging. But
what does this look like in action? Let’s take a quick look at one popular brand
that honed its differentiation strategy and succeeded as a result. Like many fast-
food chains, Chipotle (see Figure 3.13) focuses on the quality of its ingredients
above all else. One of the brand’s hallmarks is that it works with family farmers
within a 130-mile radius of each of its locations and attempts whenever possible
to source local and sustainably raised ingredients. Additionally, Chipotle
eliminated genetically modified (GMO) foods from its menu, citing public
concerns about the safety of genetically modified ingredients.
Are You an Ethical Consumer? At its most basic level, being an ethical
consumer simply means choosing goods that are ethically sourced, produced,
and distributed. Ethical consumerism has become something of a buzzword
over the last decade, and organizations are taking notice of consumers’
expectations in terms of social and environmental practices. Consider some
statistics to better understand how consumers put ethical consumerism in
practice: • According to a Statista poll, 90 percent of US survey respondents
indicated that they would boycott a brand if they discovered that the company
was engaged in irresponsible business practices.24 • Research from Mintel, a
market research firm, indicates that 56 percent of US consumers indicate that
they would no longer do business with organizations they believe to be
unethical.25 • A recent survey showed that consumers seek a match between
their beliefs and those exemplified by the organization. According to the survey,
an overwhelming 72 percent of respondents indicated that they purchase goods
and services from companies with beliefs similar to theirs in terms of
environmental preservation and child labor.26 By choosing brands that align
with their values, consumers are voting with their pocketbooks. Modern
consumers are more than willing to take their business elsewhere if they
perceive a disconnect between their values and those of the organization, and
they will likely share their sentiments on social media.
Economic theory suggests that consumers seek to maximize utility (the total
satisfaction received from consuming a product or service) at the lowest cost
possible, so it follows that firms that have higher costs of production will be
driven out of the market. Recently, more and more firms have started using
“ethical” labels as a means of product differentiation, a marketing strategy in
which a brand identifies the one thing that makes it genuinely different from
competitors and then leverages that notion in its branding and messaging. But
what does this look like in action? Let’s take a quick look at one popular brand
that honed its differentiation strategy and succeeded as a result. Like many fast-
food chains, Chipotle (see Figure 3.13) focuses on the quality of its ingredients
above all else. One of the brand’s hallmarks is that it works with family farmers
within a 130-mile radius of each of its locations and attempts whenever possible
to source local and sustainably raised ingredients. Additionally, Chipotle
eliminated genetically modified (GMO) foods from its menu, citing public
concerns about the safety of genetically modified ingredients.
Are You an Ethical Consumer? At its most basic level, being an ethical
consumer simply means choosing goods that are ethically sourced, produced,
and distributed. Ethical consumerism has become something of a buzzword
over the last decade, and organizations are taking notice of consumers’
expectations in terms of social and environmental practices. Consider some
statistics to better understand how consumers put ethical consumerism in
practice: • According to a Statista poll, 90 percent of US survey respondents
indicated that they would boycott a brand if they discovered that the company
was engaged in irresponsible business practices.24 • Research from Mintel, a
market research firm, indicates that 56 percent of US consumers indicate that
they would no longer do business with organizations they believe to be
unethical.25 • A recent survey showed that consumers seek a match between
their beliefs and those exemplified by the organization. According to the survey,
an overwhelming 72 percent of respondents indicated that they purchase goods
and services from companies with beliefs similar to theirs in terms of
environmental preservation and child labor.26 By choosing brands that align
with their values, consumers are voting with their pocketbooks. Modern
consumers are more than willing to take their business elsewhere if they
perceive a disconnect between their values and those of the organization, and
they will likely share their sentiments on social media.
Economic theory suggests that consumers seek to maximize utility (the total
satisfaction received from consuming a product or service) at the lowest cost
possible, so it follows that firms that have higher costs of production will be
driven out of the market. Recently, more and more firms have started using
“ethical” labels as a means of product differentiation, a marketing strategy in
which a brand identifies the one thing that makes it genuinely different from
competitors and then leverages that notion in its branding and messaging. But
what does this look like in action? Let’s take a quick look at one popular brand
that honed its differentiation strategy and succeeded as a result. Like many fast-
food chains, Chipotle (see Figure 3.13) focuses on the quality of its ingredients
above all else. One of the brand’s hallmarks is that it works with family farmers
within a 130-mile radius of each of its locations and attempts whenever possible
to source local and sustainably raised ingredients. Additionally, Chipotle
eliminated genetically modified (GMO) foods from its menu, citing public
concerns about the safety of genetically modified ingredients.
Are You an Ethical Consumer? At its most basic level, being an ethical
consumer simply means choosing goods that are ethically sourced, produced,
and distributed. Ethical consumerism has become something of a buzzword
over the last decade, and organizations are taking notice of consumers’
expectations in terms of social and environmental practices. Consider some
statistics to better understand how consumers put ethical consumerism in
practice: • According to a Statista poll, 90 percent of US survey respondents
indicated that they would boycott a brand if they discovered that the company
was engaged in irresponsible business practices.24 • Research from Mintel, a
market research firm, indicates that 56 percent of US consumers indicate that
they would no longer do business with organizations they believe to be
unethical.25 • A recent survey showed that consumers seek a match between
their beliefs and those exemplified by the organization. According to the survey,
an overwhelming 72 percent of respondents indicated that they purchase goods
and services from companies with beliefs similar to theirs in terms of
environmental preservation and child labor.26 By choosing brands that align
with their values, consumers are voting with their pocketbooks. Modern
consumers are more than willing to take their business elsewhere if they
perceive a disconnect between their values and those of the organization, and
they will likely share their sentiments on social media.
Economic theory suggests that consumers seek to maximize utility (the total
satisfaction received from consuming a product or service) at the lowest cost
possible, so it follows that firms that have higher costs of production will be
driven out of the market. Recently, more and more firms have started using
“ethical” labels as a means of product differentiation, a marketing strategy in
which a brand identifies the one thing that makes it genuinely different from
competitors and then leverages that notion in its branding and messaging. But
what does this look like in action? Let’s take a quick look at one popular brand
that honed its differentiation strategy and succeeded as a result. Like many fast-
food chains, Chipotle (see Figure 3.13) focuses on the quality of its ingredients
above all else. One of the brand’s hallmarks is that it works with family farmers
within a 130-mile radius of each of its locations and attempts whenever possible
to source local and sustainably raised ingredients. Additionally, Chipotle
eliminated genetically modified (GMO) foods from its menu, citing public
concerns about the safety of genetically modified ingredients.
Are You an Ethical Consumer? At its most basic level, being an ethical
consumer simply means choosing goods that are ethically sourced, produced,
and distributed. Ethical consumerism has become something of a buzzword
over the last decade, and organizations are taking notice of consumers’
expectations in terms of social and environmental practices. Consider some
statistics to better understand how consumers put ethical consumerism in
practice: • According to a Statista poll, 90 percent of US survey respondents
indicated that they would boycott a brand if they discovered that the company
was engaged in irresponsible business practices.24 • Research from Mintel, a
market research firm, indicates that 56 percent of US consumers indicate that
they would no longer do business with organizations they believe to be
unethical.25 • A recent survey showed that consumers seek a match between
their beliefs and those exemplified by the organization. According to the survey,
an overwhelming 72 percent of respondents indicated that they purchase goods
and services from companies with beliefs similar to theirs in terms of
environmental preservation and child labor.26 By choosing brands that align
with their values, consumers are voting with their pocketbooks. Modern
consumers are more than willing to take their business elsewhere if they
perceive a disconnect between their values and those of the organization, and
they will likely share their sentiments on social media.
Economic theory suggests that consumers seek to maximize utility (the total
satisfaction received from consuming a product or service) at the lowest cost
possible, so it follows that firms that have higher costs of production will be
driven out of the market. Recently, more and more firms have started using
“ethical” labels as a means of product differentiation, a marketing strategy in
which a brand identifies the one thing that makes it genuinely different from
competitors and then leverages that notion in its branding and messaging. But
what does this look like in action? Let’s take a quick look at one popular brand
that honed its differentiation strategy and succeeded as a result. Like many fast-
food chains, Chipotle (see Figure 3.13) focuses on the quality of its ingredients
above all else. One of the brand’s hallmarks is that it works with family farmers
within a 130-mile radius of each of its locations and attempts whenever possible
to source local and sustainably raised ingredients. Additionally, Chipotle
eliminated genetically modified (GMO) foods from its menu, citing public
concerns about the safety of genetically modified ingredients.
Are You an Ethical Consumer? At its most basic level, being an ethical
consumer simply means choosing goods that are ethically sourced, produced,
and distributed. Ethical consumerism has become something of a buzzword
over the last decade, and organizations are taking notice of consumers’
expectations in terms of social and environmental practices. Consider some
statistics to better understand how consumers put ethical consumerism in
practice: • According to a Statista poll, 90 percent of US survey respondents
indicated that they would boycott a brand if they discovered that the company
was engaged in irresponsible business practices.24 • Research from Mintel, a
market research firm, indicates that 56 percent of US consumers indicate that
they would no longer do business with organizations they believe to be
unethical.25 • A recent survey showed that consumers seek a match between
their beliefs and those exemplified by the organization. According to the survey,
an overwhelming 72 percent of respondents indicated that they purchase goods
and services from companies with beliefs similar to theirs in terms of
environmental preservation and child labor.26 By choosing brands that align
with their values, consumers are voting with their pocketbooks. Modern
consumers are more than willing to take their business elsewhere if they
perceive a disconnect between their values and those of the organization, and
they will likely share their sentiments on social media.
Economic theory suggests that consumers seek to maximize utility (the total
satisfaction received from consuming a product or service) at the lowest cost
possible, so it follows that firms that have higher costs of production will be
driven out of the market. Recently, more and more firms have started using
“ethical” labels as a means of product differentiation, a marketing strategy in
which a brand identifies the one thing that makes it genuinely different from
competitors and then leverages that notion in its branding and messaging. But
what does this look like in action? Let’s take a quick look at one popular brand
that honed its differentiation strategy and succeeded as a result. Like many fast-
food chains, Chipotle (see Figure 3.13) focuses on the quality of its ingredients
above all else. One of the brand’s hallmarks is that it works with family farmers
within a 130-mile radius of each of its locations and attempts whenever possible
to source local and sustainably raised ingredients. Additionally, Chipotle
eliminated genetically modified (GMO) foods from its menu, citing public
concerns about the safety of genetically modified ingredients.
Are You an Ethical Consumer? At its most basic level, being an ethical
consumer simply means choosing goods that are ethically sourced, produced,
and distributed. Ethical consumerism has become something of a buzzword
over the last decade, and organizations are taking notice of consumers’
expectations in terms of social and environmental practices. Consider some
statistics to better understand how consumers put ethical consumerism in
practice: • According to a Statista poll, 90 percent of US survey respondents
indicated that they would boycott a brand if they discovered that the company
was engaged in irresponsible business practices.24 • Research from Mintel, a
market research firm, indicates that 56 percent of US consumers indicate that
they would no longer do business with organizations they believe to be
unethical.25 • A recent survey showed that consumers seek a match between
their beliefs and those exemplified by the organization. According to the survey,
an overwhelming 72 percent of respondents indicated that they purchase goods
and services from companies with beliefs similar to theirs in terms of
environmental preservation and child labor.26 By choosing brands that align
with their values, consumers are voting with their pocketbooks. Modern
consumers are more than willing to take their business elsewhere if they
perceive a disconnect between their values and those of the organization, and
they will likely share their sentiments on social media.
Economic theory suggests that consumers seek to maximize utility (the total
satisfaction received from consuming a product or service) at the lowest cost
possible, so it follows that firms that have higher costs of production will be
driven out of the market. Recently, more and more firms have started using
“ethical” labels as a means of product differentiation, a marketing strategy in
which a brand identifies the one thing that makes it genuinely different from
competitors and then leverages that notion in its branding and messaging. But
what does this look like in action? Let’s take a quick look at one popular brand
that honed its differentiation strategy and succeeded as a result. Like many fast-
food chains, Chipotle (see Figure 3.13) focuses on the quality of its ingredients
above all else. One of the brand’s hallmarks is that it works with family farmers
within a 130-mile radius of each of its locations and attempts whenever possible
to source local and sustainably raised ingredients. Additionally, Chipotle
eliminated genetically modified (GMO) foods from its menu, citing public
concerns about the safety of genetically modified ingredients.
Are You an Ethical Consumer? At its most basic level, being an ethical
consumer simply means choosing goods that are ethically sourced, produced,
and distributed. Ethical consumerism has become something of a buzzword
over the last decade, and organizations are taking notice of consumers’
expectations in terms of social and environmental practices. Consider some
statistics to better understand how consumers put ethical consumerism in
practice: • According to a Statista poll, 90 percent of US survey respondents
indicated that they would boycott a brand if they discovered that the company
was engaged in irresponsible business practices.24 • Research from Mintel, a
market research firm, indicates that 56 percent of US consumers indicate that
they would no longer do business with organizations they believe to be
unethical.25 • A recent survey showed that consumers seek a match between
their beliefs and those exemplified by the organization. According to the survey,
an overwhelming 72 percent of respondents indicated that they purchase goods
and services from companies with beliefs similar to theirs in terms of
environmental preservation and child labor.26 By choosing brands that align
with their values, consumers are voting with their pocketbooks. Modern
consumers are more than willing to take their business elsewhere if they
perceive a disconnect between their values and those of the organization, and
they will likely share their sentiments on social media.
Economic theory suggests that consumers seek to maximize utility (the total
satisfaction received from consuming a product or service) at the lowest cost
possible, so it follows that firms that have higher costs of production will be
driven out of the market. Recently, more and more firms have started using
“ethical” labels as a means of product differentiation, a marketing strategy in
which a brand identifies the one thing that makes it genuinely different from
competitors and then leverages that notion in its branding and messaging. But
what does this look like in action? Let’s take a quick look at one popular brand
that honed its differentiation strategy and succeeded as a result. Like many fast-
food chains, Chipotle (see Figure 3.13) focuses on the quality of its ingredients
above all else. One of the brand’s hallmarks is that it works with family farmers
within a 130-mile radius of each of its locations and attempts whenever possible
to source local and sustainably raised ingredients. Additionally, Chipotle
eliminated genetically modified (GMO) foods from its menu, citing public
concerns about the safety of genetically modified ingredients.
Are You an Ethical Consumer? At its most basic level, being an ethical
consumer simply means choosing goods that are ethically sourced, produced,
and distributed. Ethical consumerism has become something of a buzzword
over the last decade, and organizations are taking notice of consumers’
expectations in terms of social and environmental practices. Consider some
statistics to better understand how consumers put ethical consumerism in
practice: • According to a Statista poll, 90 percent of US survey respondents
indicated that they would boycott a brand if they discovered that the company
was engaged in irresponsible business practices.24 • Research from Mintel, a
market research firm, indicates that 56 percent of US consumers indicate that
they would no longer do business with organizations they believe to be
unethical.25 • A recent survey showed that consumers seek a match between
their beliefs and those exemplified by the organization. According to the survey,
an overwhelming 72 percent of respondents indicated that they purchase goods
and services from companies with beliefs similar to theirs in terms of
environmental preservation and child labor.26 By choosing brands that align
with their values, consumers are voting with their pocketbooks. Modern
consumers are more than willing to take their business elsewhere if they
perceive a disconnect between their values and those of the organization, and
they will likely share their sentiments on social media.
Economic theory suggests that consumers seek to maximize utility (the total
satisfaction received from consuming a product or service) at the lowest cost
possible, so it follows that firms that have higher costs of production will be
driven out of the market. Recently, more and more firms have started using
“ethical” labels as a means of product differentiation, a marketing strategy in
which a brand identifies the one thing that makes it genuinely different from
competitors and then leverages that notion in its branding and messaging. But
what does this look like in action? Let’s take a quick look at one popular brand
that honed its differentiation strategy and succeeded as a result. Like many fast-
food chains, Chipotle (see Figure 3.13) focuses on the quality of its ingredients
above all else. One of the brand’s hallmarks is that it works with family farmers
within a 130-mile radius of each of its locations and attempts whenever possible
to source local and sustainably raised ingredients. Additionally, Chipotle
eliminated genetically modified (GMO) foods from its menu, citing public
concerns about the safety of genetically modified ingredients.
Are You an Ethical Consumer? At its most basic level, being an ethical
consumer simply means choosing goods that are ethically sourced, produced,
and distributed. Ethical consumerism has become something of a buzzword
over the last decade, and organizations are taking notice of consumers’
expectations in terms of social and environmental practices. Consider some
statistics to better understand how consumers put ethical consumerism in
practice: • According to a Statista poll, 90 percent of US survey respondents
indicated that they would boycott a brand if they discovered that the company
was engaged in irresponsible business practices.24 • Research from Mintel, a
market research firm, indicates that 56 percent of US consumers indicate that
they would no longer do business with organizations they believe to be
unethical.25 • A recent survey showed that consumers seek a match between
their beliefs and those exemplified by the organization. According to the survey,
an overwhelming 72 percent of respondents indicated that they purchase goods
and services from companies with beliefs similar to theirs in terms of
environmental preservation and child labor.26 By choosing brands that align
with their values, consumers are voting with their pocketbooks. Modern
consumers are more than willing to take their business elsewhere if they
perceive a disconnect between their values and those of the organization, and
they will likely share their sentiments on social media.
Economic theory suggests that consumers seek to maximize utility (the total
satisfaction received from consuming a product or service) at the lowest cost
possible, so it follows that firms that have higher costs of production will be
driven out of the market. Recently, more and more firms have started using
“ethical” labels as a means of product differentiation, a marketing strategy in
which a brand identifies the one thing that makes it genuinely different from
competitors and then leverages that notion in its branding and messaging. But
what does this look like in action? Let’s take a quick look at one popular brand
that honed its differentiation strategy and succeeded as a result. Like many fast-
food chains, Chipotle (see Figure 3.13) focuses on the quality of its ingredients
above all else. One of the brand’s hallmarks is that it works with family farmers
within a 130-mile radius of each of its locations and attempts whenever possible
to source local and sustainably raised ingredients. Additionally, Chipotle
eliminated genetically modified (GMO) foods from its menu, citing public
concerns about the safety of genetically modified ingredients.
Are You an Ethical Consumer? At its most basic level, being an ethical
consumer simply means choosing goods that are ethically sourced, produced,
and distributed. Ethical consumerism has become something of a buzzword
over the last decade, and organizations are taking notice of consumers’
expectations in terms of social and environmental practices. Consider some
statistics to better understand how consumers put ethical consumerism in
practice: • According to a Statista poll, 90 percent of US survey respondents
indicated that they would boycott a brand if they discovered that the company
was engaged in irresponsible business practices.24 • Research from Mintel, a
market research firm, indicates that 56 percent of US consumers indicate that
they would no longer do business with organizations they believe to be
unethical.25 • A recent survey showed that consumers seek a match between
their beliefs and those exemplified by the organization. According to the survey,
an overwhelming 72 percent of respondents indicated that they purchase goods
and services from companies with beliefs similar to theirs in terms of
environmental preservation and child labor.26 By choosing brands that align
with their values, consumers are voting with their pocketbooks. Modern
consumers are more than willing to take their business elsewhere if they
perceive a disconnect between their values and those of the organization, and
they will likely share their sentiments on social media.
Economic theory suggests that consumers seek to maximize utility (the total
satisfaction received from consuming a product or service) at the lowest cost
possible, so it follows that firms that have higher costs of production will be
driven out of the market. Recently, more and more firms have started using
“ethical” labels as a means of product differentiation, a marketing strategy in
which a brand identifies the one thing that makes it genuinely different from
competitors and then leverages that notion in its branding and messaging. But
what does this look like in action? Let’s take a quick look at one popular brand
that honed its differentiation strategy and succeeded as a result. Like many fast-
food chains, Chipotle (see Figure 3.13) focuses on the quality of its ingredients
above all else. One of the brand’s hallmarks is that it works with family farmers
within a 130-mile radius of each of its locations and attempts whenever possible
to source local and sustainably raised ingredients. Additionally, Chipotle
eliminated genetically modified (GMO) foods from its menu, citing public
concerns about the safety of genetically modified ingredients.
Are You an Ethical Consumer? At its most basic level, being an ethical
consumer simply means choosing goods that are ethically sourced, produced,
and distributed. Ethical consumerism has become something of a buzzword
over the last decade, and organizations are taking notice of consumers’
expectations in terms of social and environmental practices. Consider some
statistics to better understand how consumers put ethical consumerism in
practice: • According to a Statista poll, 90 percent of US survey respondents
indicated that they would boycott a brand if they discovered that the company
was engaged in irresponsible business practices.24 • Research from Mintel, a
market research firm, indicates that 56 percent of US consumers indicate that
they would no longer do business with organizations they believe to be
unethical.25 • A recent survey showed that consumers seek a match between
their beliefs and those exemplified by the organization. According to the survey,
an overwhelming 72 percent of respondents indicated that they purchase goods
and services from companies with beliefs similar to theirs in terms of
environmental preservation and child labor.26 By choosing brands that align
with their values, consumers are voting with their pocketbooks. Modern
consumers are more than willing to take their business elsewhere if they
perceive a disconnect between their values and those of the organization, and
they will likely share their sentiments on social media.
Economic theory suggests that consumers seek to maximize utility (the total
satisfaction received from consuming a product or service) at the lowest cost
possible, so it follows that firms that have higher costs of production will be
driven out of the market. Recently, more and more firms have started using
“ethical” labels as a means of product differentiation, a marketing strategy in
which a brand identifies the one thing that makes it genuinely different from
competitors and then leverages that notion in its branding and messaging. But
what does this look like in action? Let’s take a quick look at one popular brand
that honed its differentiation strategy and succeeded as a result. Like many fast-
food chains, Chipotle (see Figure 3.13) focuses on the quality of its ingredients
above all else. One of the brand’s hallmarks is that it works with family farmers
within a 130-mile radius of each of its locations and attempts whenever possible
to source local and sustainably raised ingredients. Additionally, Chipotle
eliminated genetically modified (GMO) foods from its menu, citing public
concerns about the safety of genetically modified ingredients.
Are You an Ethical Consumer? At its most basic level, being an ethical
consumer simply means choosing goods that are ethically sourced, produced,
and distributed. Ethical consumerism has become something of a buzzword
over the last decade, and organizations are taking notice of consumers’
expectations in terms of social and environmental practices. Consider some
statistics to better understand how consumers put ethical consumerism in
practice: • According to a Statista poll, 90 percent of US survey respondents
indicated that they would boycott a brand if they discovered that the company
was engaged in irresponsible business practices.24 • Research from Mintel, a
market research firm, indicates that 56 percent of US consumers indicate that
they would no longer do business with organizations they believe to be
unethical.25 • A recent survey showed that consumers seek a match between
their beliefs and those exemplified by the organization. According to the survey,
an overwhelming 72 percent of respondents indicated that they purchase goods
and services from companies with beliefs similar to theirs in terms of
environmental preservation and child labor.26 By choosing brands that align
with their values, consumers are voting with their pocketbooks. Modern
consumers are more than willing to take their business elsewhere if they
perceive a disconnect between their values and those of the organization, and
they will likely share their sentiments on social media.
Economic theory suggests that consumers seek to maximize utility (the total
satisfaction received from consuming a product or service) at the lowest cost
possible, so it follows that firms that have higher costs of production will be
driven out of the market. Recently, more and more firms have started using
“ethical” labels as a means of product differentiation, a marketing strategy in
which a brand identifies the one thing that makes it genuinely different from
competitors and then leverages that notion in its branding and messaging. But
what does this look like in action? Let’s take a quick look at one popular brand
that honed its differentiation strategy and succeeded as a result. Like many fast-
food chains, Chipotle (see Figure 3.13) focuses on the quality of its ingredients
above all else. One of the brand’s hallmarks is that it works with family farmers
within a 130-mile radius of each of its locations and attempts whenever possible
to source local and sustainably raised ingredients. Additionally, Chipotle
eliminated genetically modified (GMO) foods from its menu, citing public
concerns about the safety of genetically modified ingredients.
Are You an Ethical Consumer? At its most basic level, being an ethical
consumer simply means choosing goods that are ethically sourced, produced,
and distributed. Ethical consumerism has become something of a buzzword
over the last decade, and organizations are taking notice of consumers’
expectations in terms of social and environmental practices. Consider some
statistics to better understand how consumers put ethical consumerism in
practice: • According to a Statista poll, 90 percent of US survey respondents
indicated that they would boycott a brand if they discovered that the company
was engaged in irresponsible business practices.24 • Research from Mintel, a
market research firm, indicates that 56 percent of US consumers indicate that
they would no longer do business with organizations they believe to be
unethical.25 • A recent survey showed that consumers seek a match between
their beliefs and those exemplified by the organization. According to the survey,
an overwhelming 72 percent of respondents indicated that they purchase goods
and services from companies with beliefs similar to theirs in terms of
environmental preservation and child labor.26 By choosing brands that align
with their values, consumers are voting with their pocketbooks. Modern
consumers are more than willing to take their business elsewhere if they
perceive a disconnect between their values and those of the organization, and
they will likely share their sentiments on social media.
Economic theory suggests that consumers seek to maximize utility (the total
satisfaction received from consuming a product or service) at the lowest cost
possible, so it follows that firms that have higher costs of production will be
driven out of the market. Recently, more and more firms have started using
“ethical” labels as a means of product differentiation, a marketing strategy in
which a brand identifies the one thing that makes it genuinely different from
competitors and then leverages that notion in its branding and messaging. But
what does this look like in action? Let’s take a quick look at one popular brand
that honed its differentiation strategy and succeeded as a result. Like many fast-
food chains, Chipotle (see Figure 3.13) focuses on the quality of its ingredients
above all else. One of the brand’s hallmarks is that it works with family farmers
within a 130-mile radius of each of its locations and attempts whenever possible
to source local and sustainably raised ingredients. Additionally, Chipotle
eliminated genetically modified (GMO) foods from its menu, citing public
concerns about the safety of genetically modified ingredients.
Are You an Ethical Consumer? At its most basic level, being an ethical
consumer simply means choosing goods that are ethically sourced, produced,
and distributed. Ethical consumerism has become something of a buzzword
over the last decade, and organizations are taking notice of consumers’
expectations in terms of social and environmental practices. Consider some
statistics to better understand how consumers put ethical consumerism in
practice: • According to a Statista poll, 90 percent of US survey respondents
indicated that they would boycott a brand if they discovered that the company
was engaged in irresponsible business practices.24 • Research from Mintel, a
market research firm, indicates that 56 percent of US consumers indicate that
they would no longer do business with organizations they believe to be
unethical.25 • A recent survey showed that consumers seek a match between
their beliefs and those exemplified by the organization. According to the survey,
an overwhelming 72 percent of respondents indicated that they purchase goods
and services from companies with beliefs similar to theirs in terms of
environmental preservation and child labor.26 By choosing brands that align
with their values, consumers are voting with their pocketbooks. Modern
consumers are more than willing to take their business elsewhere if they
perceive a disconnect between their values and those of the organization, and
they will likely share their sentiments on social media.
Economic theory suggests that consumers seek to maximize utility (the total
satisfaction received from consuming a product or service) at the lowest cost
possible, so it follows that firms that have higher costs of production will be
driven out of the market. Recently, more and more firms have started using
“ethical” labels as a means of product differentiation, a marketing strategy in
which a brand identifies the one thing that makes it genuinely different from
competitors and then leverages that notion in its branding and messaging. But
what does this look like in action? Let’s take a quick look at one popular brand
that honed its differentiation strategy and succeeded as a result. Like many fast-
food chains, Chipotle (see Figure 3.13) focuses on the quality of its ingredients
above all else. One of the brand’s hallmarks is that it works with family farmers
within a 130-mile radius of each of its locations and attempts whenever possible
to source local and sustainably raised ingredients. Additionally, Chipotle
eliminated genetically modified (GMO) foods from its menu, citing public
concerns about the safety of genetically modified ingredients.
Are You an Ethical Consumer? At its most basic level, being an ethical
consumer simply means choosing goods that are ethically sourced, produced,
and distributed. Ethical consumerism has become something of a buzzword
over the last decade, and organizations are taking notice of consumers’
expectations in terms of social and environmental practices. Consider some
statistics to better understand how consumers put ethical consumerism in
practice: • According to a Statista poll, 90 percent of US survey respondents
indicated that they would boycott a brand if they discovered that the company
was engaged in irresponsible business practices.24 • Research from Mintel, a
market research firm, indicates that 56 percent of US consumers indicate that
they would no longer do business with organizations they believe to be
unethical.25 • A recent survey showed that consumers seek a match between
their beliefs and those exemplified by the organization. According to the survey,
an overwhelming 72 percent of respondents indicated that they purchase goods
and services from companies with beliefs similar to theirs in terms of
environmental preservation and child labor.26 By choosing brands that align
with their values, consumers are voting with their pocketbooks. Modern
consumers are more than willing to take their business elsewhere if they
perceive a disconnect between their values and those of the organization, and
they will likely share their sentiments on social media.
Economic theory suggests that consumers seek to maximize utility (the total
satisfaction received from consuming a product or service) at the lowest cost
possible, so it follows that firms that have higher costs of production will be
driven out of the market. Recently, more and more firms have started using
“ethical” labels as a means of product differentiation, a marketing strategy in
which a brand identifies the one thing that makes it genuinely different from
competitors and then leverages that notion in its branding and messaging. But
what does this look like in action? Let’s take a quick look at one popular brand
that honed its differentiation strategy and succeeded as a result. Like many fast-
food chains, Chipotle (see Figure 3.13) focuses on the quality of its ingredients
above all else. One of the brand’s hallmarks is that it works with family farmers
within a 130-mile radius of each of its locations and attempts whenever possible
to source local and sustainably raised ingredients. Additionally, Chipotle
eliminated genetically modified (GMO) foods from its menu, citing public
concerns about the safety of genetically modified ingredients.
Are You an Ethical Consumer? At its most basic level, being an ethical
consumer simply means choosing goods that are ethically sourced, produced,
and distributed. Ethical consumerism has become something of a buzzword
over the last decade, and organizations are taking notice of consumers’
expectations in terms of social and environmental practices. Consider some
statistics to better understand how consumers put ethical consumerism in
practice: • According to a Statista poll, 90 percent of US survey respondents
indicated that they would boycott a brand if they discovered that the company
was engaged in irresponsible business practices.24 • Research from Mintel, a
market research firm, indicates that 56 percent of US consumers indicate that
they would no longer do business with organizations they believe to be
unethical.25 • A recent survey showed that consumers seek a match between
their beliefs and those exemplified by the organization. According to the survey,
an overwhelming 72 percent of respondents indicated that they purchase goods
and services from companies with beliefs similar to theirs in terms of
environmental preservation and child labor.26 By choosing brands that align
with their values, consumers are voting with their pocketbooks. Modern
consumers are more than willing to take their business elsewhere if they
perceive a disconnect between their values and those of the organization, and
they will likely share their sentiments on social media.
Economic theory suggests that consumers seek to maximize utility (the total
satisfaction received from consuming a product or service) at the lowest cost
possible, so it follows that firms that have higher costs of production will be
driven out of the market. Recently, more and more firms have started using
“ethical” labels as a means of product differentiation, a marketing strategy in
which a brand identifies the one thing that makes it genuinely different from
competitors and then leverages that notion in its branding and messaging. But
what does this look like in action? Let’s take a quick look at one popular brand
that honed its differentiation strategy and succeeded as a result. Like many fast-
food chains, Chipotle (see Figure 3.13) focuses on the quality of its ingredients
above all else. One of the brand’s hallmarks is that it works with family farmers
within a 130-mile radius of each of its locations and attempts whenever possible
to source local and sustainably raised ingredients. Additionally, Chipotle
eliminated genetically modified (GMO) foods from its menu, citing public
concerns about the safety of genetically modified ingredients.
Are You an Ethical Consumer? At its most basic level, being an ethical
consumer simply means choosing goods that are ethically sourced, produced,
and distributed. Ethical consumerism has become something of a buzzword
over the last decade, and organizations are taking notice of consumers’
expectations in terms of social and environmental practices. Consider some
statistics to better understand how consumers put ethical consumerism in
practice: • According to a Statista poll, 90 percent of US survey respondents
indicated that they would boycott a brand if they discovered that the company
was engaged in irresponsible business practices.24 • Research from Mintel, a
market research firm, indicates that 56 percent of US consumers indicate that
they would no longer do business with organizations they believe to be
unethical.25 • A recent survey showed that consumers seek a match between
their beliefs and those exemplified by the organization. According to the survey,
an overwhelming 72 percent of respondents indicated that they purchase goods
and services from companies with beliefs similar to theirs in terms of
environmental preservation and child labor.26 By choosing brands that align
with their values, consumers are voting with their pocketbooks. Modern
consumers are more than willing to take their business elsewhere if they
perceive a disconnect between their values and those of the organization, and
they will likely share their sentiments on social media.
Economic theory suggests that consumers seek to maximize utility (the total
satisfaction received from consuming a product or service) at the lowest cost
possible, so it follows that firms that have higher costs of production will be
driven out of the market. Recently, more and more firms have started using
“ethical” labels as a means of product differentiation, a marketing strategy in
which a brand identifies the one thing that makes it genuinely different from
competitors and then leverages that notion in its branding and messaging. But
what does this look like in action? Let’s take a quick look at one popular brand
that honed its differentiation strategy and succeeded as a result. Like many fast-
food chains, Chipotle (see Figure 3.13) focuses on the quality of its ingredients
above all else. One of the brand’s hallmarks is that it works with family farmers
within a 130-mile radius of each of its locations and attempts whenever possible
to source local and sustainably raised ingredients. Additionally, Chipotle
eliminated genetically modified (GMO) foods from its menu, citing public
concerns about the safety of genetically modified ingredients.
Are You an Ethical Consumer? At its most basic level, being an ethical
consumer simply means choosing goods that are ethically sourced, produced,
and distributed. Ethical consumerism has become something of a buzzword
over the last decade, and organizations are taking notice of consumers’
expectations in terms of social and environmental practices. Consider some
statistics to better understand how consumers put ethical consumerism in
practice: • According to a Statista poll, 90 percent of US survey respondents
indicated that they would boycott a brand if they discovered that the company
was engaged in irresponsible business practices.24 • Research from Mintel, a
market research firm, indicates that 56 percent of US consumers indicate that
they would no longer do business with organizations they believe to be
unethical.25 • A recent survey showed that consumers seek a match between
their beliefs and those exemplified by the organization. According to the survey,
an overwhelming 72 percent of respondents indicated that they purchase goods
and services from companies with beliefs similar to theirs in terms of
environmental preservation and child labor.26 By choosing brands that align
with their values, consumers are voting with their pocketbooks. Modern
consumers are more than willing to take their business elsewhere if they
perceive a disconnect between their values and those of the organization, and
they will likely share their sentiments on social media.
Economic theory suggests that consumers seek to maximize utility (the total
satisfaction received from consuming a product or service) at the lowest cost
possible, so it follows that firms that have higher costs of production will be
driven out of the market. Recently, more and more firms have started using
“ethical” labels as a means of product differentiation, a marketing strategy in
which a brand identifies the one thing that makes it genuinely different from
competitors and then leverages that notion in its branding and messaging. But
what does this look like in action? Let’s take a quick look at one popular brand
that honed its differentiation strategy and succeeded as a result. Like many fast-
food chains, Chipotle (see Figure 3.13) focuses on the quality of its ingredients
above all else. One of the brand’s hallmarks is that it works with family farmers
within a 130-mile radius of each of its locations and attempts whenever possible
to source local and sustainably raised ingredients. Additionally, Chipotle
eliminated genetically modified (GMO) foods from its menu, citing public
concerns about the safety of genetically modified ingredients.
Are You an Ethical Consumer? At its most basic level, being an ethical
consumer simply means choosing goods that are ethically sourced, produced,
and distributed. Ethical consumerism has become something of a buzzword
over the last decade, and organizations are taking notice of consumers’
expectations in terms of social and environmental practices. Consider some
statistics to better understand how consumers put ethical consumerism in
practice: • According to a Statista poll, 90 percent of US survey respondents
indicated that they would boycott a brand if they discovered that the company
was engaged in irresponsible business practices.24 • Research from Mintel, a
market research firm, indicates that 56 percent of US consumers indicate that
they would no longer do business with organizations they believe to be
unethical.25 • A recent survey showed that consumers seek a match between
their beliefs and those exemplified by the organization. According to the survey,
an overwhelming 72 percent of respondents indicated that they purchase goods
and services from companies with beliefs similar to theirs in terms of
environmental preservation and child labor.26 By choosing brands that align
with their values, consumers are voting with their pocketbooks. Modern
consumers are more than willing to take their business elsewhere if they
perceive a disconnect between their values and those of the organization, and
they will likely share their sentiments on social media.
Economic theory suggests that consumers seek to maximize utility (the total
satisfaction received from consuming a product or service) at the lowest cost
possible, so it follows that firms that have higher costs of production will be
driven out of the market. Recently, more and more firms have started using
“ethical” labels as a means of product differentiation, a marketing strategy in
which a brand identifies the one thing that makes it genuinely different from
competitors and then leverages that notion in its branding and messaging. But
what does this look like in action? Let’s take a quick look at one popular brand
that honed its differentiation strategy and succeeded as a result. Like many fast-
food chains, Chipotle (see Figure 3.13) focuses on the quality of its ingredients
above all else. One of the brand’s hallmarks is that it works with family farmers
within a 130-mile radius of each of its locations and attempts whenever possible
to source local and sustainably raised ingredients. Additionally, Chipotle
eliminated genetically modified (GMO) foods from its menu, citing public
concerns about the safety of genetically modified ingredients.
Are You an Ethical Consumer? At its most basic level, being an ethical
consumer simply means choosing goods that are ethically sourced, produced,
and distributed. Ethical consumerism has become something of a buzzword
over the last decade, and organizations are taking notice of consumers’
expectations in terms of social and environmental practices. Consider some
statistics to better understand how consumers put ethical consumerism in
practice: • According to a Statista poll, 90 percent of US survey respondents
indicated that they would boycott a brand if they discovered that the company
was engaged in irresponsible business practices.24 • Research from Mintel, a
market research firm, indicates that 56 percent of US consumers indicate that
they would no longer do business with organizations they believe to be
unethical.25 • A recent survey showed that consumers seek a match between
their beliefs and those exemplified by the organization. According to the survey,
an overwhelming 72 percent of respondents indicated that they purchase goods
and services from companies with beliefs similar to theirs in terms of
environmental preservation and child labor.26 By choosing brands that align
with their values, consumers are voting with their pocketbooks. Modern
consumers are more than willing to take their business elsewhere if they
perceive a disconnect between their values and those of the organization, and
they will likely share their sentiments on social media.
Economic theory suggests that consumers seek to maximize utility (the total
satisfaction received from consuming a product or service) at the lowest cost
possible, so it follows that firms that have higher costs of production will be
driven out of the market. Recently, more and more firms have started using
“ethical” labels as a means of product differentiation, a marketing strategy in
which a brand identifies the one thing that makes it genuinely different from
competitors and then leverages that notion in its branding and messaging. But
what does this look like in action? Let’s take a quick look at one popular brand
that honed its differentiation strategy and succeeded as a result. Like many fast-
food chains, Chipotle (see Figure 3.13) focuses on the quality of its ingredients
above all else. One of the brand’s hallmarks is that it works with family farmers
within a 130-mile radius of each of its locations and attempts whenever possible
to source local and sustainably raised ingredients. Additionally, Chipotle
eliminated genetically modified (GMO) foods from its menu, citing public
concerns about the safety of genetically modified ingredients.
Are You an Ethical Consumer? At its most basic level, being an ethical
consumer simply means choosing goods that are ethically sourced, produced,
and distributed. Ethical consumerism has become something of a buzzword
over the last decade, and organizations are taking notice of consumers’
expectations in terms of social and environmental practices. Consider some
statistics to better understand how consumers put ethical consumerism in
practice: • According to a Statista poll, 90 percent of US survey respondents
indicated that they would boycott a brand if they discovered that the company
was engaged in irresponsible business practices.24 • Research from Mintel, a
market research firm, indicates that 56 percent of US consumers indicate that
they would no longer do business with organizations they believe to be
unethical.25 • A recent survey showed that consumers seek a match between
their beliefs and those exemplified by the organization. According to the survey,
an overwhelming 72 percent of respondents indicated that they purchase goods
and services from companies with beliefs similar to theirs in terms of
environmental preservation and child labor.26 By choosing brands that align
with their values, consumers are voting with their pocketbooks. Modern
consumers are more than willing to take their business elsewhere if they
perceive a disconnect between their values and those of the organization, and
they will likely share their sentiments on social media.
Economic theory suggests that consumers seek to maximize utility (the total
satisfaction received from consuming a product or service) at the lowest cost
possible, so it follows that firms that have higher costs of production will be
driven out of the market. Recently, more and more firms have started using
“ethical” labels as a means of product differentiation, a marketing strategy in
which a brand identifies the one thing that makes it genuinely different from
competitors and then leverages that notion in its branding and messaging. But
what does this look like in action? Let’s take a quick look at one popular brand
that honed its differentiation strategy and succeeded as a result. Like many fast-
food chains, Chipotle (see Figure 3.13) focuses on the quality of its ingredients
above all else. One of the brand’s hallmarks is that it works with family farmers
within a 130-mile radius of each of its locations and attempts whenever possible
to source local and sustainably raised ingredients. Additionally, Chipotle
eliminated genetically modified (GMO) foods from its menu, citing public
concerns about the safety of genetically modified ingredients.
Are You an Ethical Consumer? At its most basic level, being an ethical
consumer simply means choosing goods that are ethically sourced, produced,
and distributed. Ethical consumerism has become something of a buzzword
over the last decade, and organizations are taking notice of consumers’
expectations in terms of social and environmental practices. Consider some
statistics to better understand how consumers put ethical consumerism in
practice: • According to a Statista poll, 90 percent of US survey respondents
indicated that they would boycott a brand if they discovered that the company
was engaged in irresponsible business practices.24 • Research from Mintel, a
market research firm, indicates that 56 percent of US consumers indicate that
they would no longer do business with organizations they believe to be
unethical.25 • A recent survey showed that consumers seek a match between
their beliefs and those exemplified by the organization. According to the survey,
an overwhelming 72 percent of respondents indicated that they purchase goods
and services from companies with beliefs similar to theirs in terms of
environmental preservation and child labor.26 By choosing brands that align
with their values, consumers are voting with their pocketbooks. Modern
consumers are more than willing to take their business elsewhere if they
perceive a disconnect between their values and those of the organization, and
they will likely share their sentiments on social media.
Economic theory suggests that consumers seek to maximize utility (the total
satisfaction received from consuming a product or service) at the lowest cost
possible, so it follows that firms that have higher costs of production will be
driven out of the market. Recently, more and more firms have started using
“ethical” labels as a means of product differentiation, a marketing strategy in
which a brand identifies the one thing that makes it genuinely different from
competitors and then leverages that notion in its branding and messaging. But
what does this look like in action? Let’s take a quick look at one popular brand
that honed its differentiation strategy and succeeded as a result. Like many fast-
food chains, Chipotle (see Figure 3.13) focuses on the quality of its ingredients
above all else. One of the brand’s hallmarks is that it works with family farmers
within a 130-mile radius of each of its locations and attempts whenever possible
to source local and sustainably raised ingredients. Additionally, Chipotle
eliminated genetically modified (GMO) foods from its menu, citing public
concerns about the safety of genetically modified ingredients.
Are You an Ethical Consumer? At its most basic level, being an ethical
consumer simply means choosing goods that are ethically sourced, produced,
and distributed. Ethical consumerism has become something of a buzzword
over the last decade, and organizations are taking notice of consumers’
expectations in terms of social and environmental practices. Consider some
statistics to better understand how consumers put ethical consumerism in
practice: • According to a Statista poll, 90 percent of US survey respondents
indicated that they would boycott a brand if they discovered that the company
was engaged in irresponsible business practices.24 • Research from Mintel, a
market research firm, indicates that 56 percent of US consumers indicate that
they would no longer do business with organizations they believe to be
unethical.25 • A recent survey showed that consumers seek a match between
their beliefs and those exemplified by the organization. According to the survey,
an overwhelming 72 percent of respondents indicated that they purchase goods
and services from companies with beliefs similar to theirs in terms of
environmental preservation and child labor.26 By choosing brands that align
with their values, consumers are voting with their pocketbooks. Modern
consumers are more than willing to take their business elsewhere if they
perceive a disconnect between their values and those of the organization, and
they will likely share their sentiments on social media.
Economic theory suggests that consumers seek to maximize utility (the total
satisfaction received from consuming a product or service) at the lowest cost
possible, so it follows that firms that have higher costs of production will be
driven out of the market. Recently, more and more firms have started using
“ethical” labels as a means of product differentiation, a marketing strategy in
which a brand identifies the one thing that makes it genuinely different from
competitors and then leverages that notion in its branding and messaging. But
what does this look like in action? Let’s take a quick look at one popular brand
that honed its differentiation strategy and succeeded as a result. Like many fast-
food chains, Chipotle (see Figure 3.13) focuses on the quality of its ingredients
above all else. One of the brand’s hallmarks is that it works with family farmers
within a 130-mile radius of each of its locations and attempts whenever possible
to source local and sustainably raised ingredients. Additionally, Chipotle
eliminated genetically modified (GMO) foods from its menu, citing public
concerns about the safety of genetically modified ingredients.
Are You an Ethical Consumer? At its most basic level, being an ethical
consumer simply means choosing goods that are ethically sourced, produced,
and distributed. Ethical consumerism has become something of a buzzword
over the last decade, and organizations are taking notice of consumers’
expectations in terms of social and environmental practices. Consider some
statistics to better understand how consumers put ethical consumerism in
practice: • According to a Statista poll, 90 percent of US survey respondents
indicated that they would boycott a brand if they discovered that the company
was engaged in irresponsible business practices.24 • Research from Mintel, a
market research firm, indicates that 56 percent of US consumers indicate that
they would no longer do business with organizations they believe to be
unethical.25 • A recent survey showed that consumers seek a match between
their beliefs and those exemplified by the organization. According to the survey,
an overwhelming 72 percent of respondents indicated that they purchase goods
and services from companies with beliefs similar to theirs in terms of
environmental preservation and child labor.26 By choosing brands that align
with their values, consumers are voting with their pocketbooks. Modern
consumers are more than willing to take their business elsewhere if they
perceive a disconnect between their values and those of the organization, and
they will likely share their sentiments on social media.
Economic theory suggests that consumers seek to maximize utility (the total
satisfaction received from consuming a product or service) at the lowest cost
possible, so it follows that firms that have higher costs of production will be
driven out of the market. Recently, more and more firms have started using
“ethical” labels as a means of product differentiation, a marketing strategy in
which a brand identifies the one thing that makes it genuinely different from
competitors and then leverages that notion in its branding and messaging. But
what does this look like in action? Let’s take a quick look at one popular brand
that honed its differentiation strategy and succeeded as a result. Like many fast-
food chains, Chipotle (see Figure 3.13) focuses on the quality of its ingredients
above all else. One of the brand’s hallmarks is that it works with family farmers
within a 130-mile radius of each of its locations and attempts whenever possible
to source local and sustainably raised ingredients. Additionally, Chipotle
eliminated genetically modified (GMO) foods from its menu, citing public
concerns about the safety of genetically modified ingredients.
Are You an Ethical Consumer? At its most basic level, being an ethical
consumer simply means choosing goods that are ethically sourced, produced,
and distributed. Ethical consumerism has become something of a buzzword
over the last decade, and organizations are taking notice of consumers’
expectations in terms of social and environmental practices. Consider some
statistics to better understand how consumers put ethical consumerism in
practice: • According to a Statista poll, 90 percent of US survey respondents
indicated that they would boycott a brand if they discovered that the company
was engaged in irresponsible business practices.24 • Research from Mintel, a
market research firm, indicates that 56 percent of US consumers indicate that
they would no longer do business with organizations they believe to be
unethical.25 • A recent survey showed that consumers seek a match between
their beliefs and those exemplified by the organization. According to the survey,
an overwhelming 72 percent of respondents indicated that they purchase goods
and services from companies with beliefs similar to theirs in terms of
environmental preservation and child labor.26 By choosing brands that align
with their values, consumers are voting with their pocketbooks. Modern
consumers are more than willing to take their business elsewhere if they
perceive a disconnect between their values and those of the organization, and
they will likely share their sentiments on social media.
Economic theory suggests that consumers seek to maximize utility (the total
satisfaction received from consuming a product or service) at the lowest cost
possible, so it follows that firms that have higher costs of production will be
driven out of the market. Recently, more and more firms have started using
“ethical” labels as a means of product differentiation, a marketing strategy in
which a brand identifies the one thing that makes it genuinely different from
competitors and then leverages that notion in its branding and messaging. But
what does this look like in action? Let’s take a quick look at one popular brand
that honed its differentiation strategy and succeeded as a result. Like many fast-
food chains, Chipotle (see Figure 3.13) focuses on the quality of its ingredients
above all else. One of the brand’s hallmarks is that it works with family farmers
within a 130-mile radius of each of its locations and attempts whenever possible
to source local and sustainably raised ingredients. Additionally, Chipotle
eliminated genetically modified (GMO) foods from its menu, citing public
concerns about the safety of genetically modified ingredients.
Are You an Ethical Consumer? At its most basic level, being an ethical
consumer simply means choosing goods that are ethically sourced, produced,
and distributed. Ethical consumerism has become something of a buzzword
over the last decade, and organizations are taking notice of consumers’
expectations in terms of social and environmental practices. Consider some
statistics to better understand how consumers put ethical consumerism in
practice: • According to a Statista poll, 90 percent of US survey respondents
indicated that they would boycott a brand if they discovered that the company
was engaged in irresponsible business practices.24 • Research from Mintel, a
market research firm, indicates that 56 percent of US consumers indicate that
they would no longer do business with organizations they believe to be
unethical.25 • A recent survey showed that consumers seek a match between
their beliefs and those exemplified by the organization. According to the survey,
an overwhelming 72 percent of respondents indicated that they purchase goods
and services from companies with beliefs similar to theirs in terms of
environmental preservation and child labor.26 By choosing brands that align
with their values, consumers are voting with their pocketbooks. Modern
consumers are more than willing to take their business elsewhere if they
perceive a disconnect between their values and those of the organization, and
they will likely share their sentiments on social media.
Economic theory suggests that consumers seek to maximize utility (the total
satisfaction received from consuming a product or service) at the lowest cost
possible, so it follows that firms that have higher costs of production will be
driven out of the market. Recently, more and more firms have started using
“ethical” labels as a means of product differentiation, a marketing strategy in
which a brand identifies the one thing that makes it genuinely different from
competitors and then leverages that notion in its branding and messaging. But
what does this look like in action? Let’s take a quick look at one popular brand
that honed its differentiation strategy and succeeded as a result. Like many fast-
food chains, Chipotle (see Figure 3.13) focuses on the quality of its ingredients
above all else. One of the brand’s hallmarks is that it works with family farmers
within a 130-mile radius of each of its locations and attempts whenever possible
to source local and sustainably raised ingredients. Additionally, Chipotle
eliminated genetically modified (GMO) foods from its menu, citing public
concerns about the safety of genetically modified ingredients.
Are You an Ethical Consumer? At its most basic level, being an ethical
consumer simply means choosing goods that are ethically sourced, produced,
and distributed. Ethical consumerism has become something of a buzzword
over the last decade, and organizations are taking notice of consumers’
expectations in terms of social and environmental practices. Consider some
statistics to better understand how consumers put ethical consumerism in
practice: • According to a Statista poll, 90 percent of US survey respondents
indicated that they would boycott a brand if they discovered that the company
was engaged in irresponsible business practices.24 • Research from Mintel, a
market research firm, indicates that 56 percent of US consumers indicate that
they would no longer do business with organizations they believe to be
unethical.25 • A recent survey showed that consumers seek a match between
their beliefs and those exemplified by the organization. According to the survey,
an overwhelming 72 percent of respondents indicated that they purchase goods
and services from companies with beliefs similar to theirs in terms of
environmental preservation and child labor.26 By choosing brands that align
with their values, consumers are voting with their pocketbooks. Modern
consumers are more than willing to take their business elsewhere if they
perceive a disconnect between their values and those of the organization, and
they will likely share their sentiments on social media.
Economic theory suggests that consumers seek to maximize utility (the total
satisfaction received from consuming a product or service) at the lowest cost
possible, so it follows that firms that have higher costs of production will be
driven out of the market. Recently, more and more firms have started using
“ethical” labels as a means of product differentiation, a marketing strategy in
which a brand identifies the one thing that makes it genuinely different from
competitors and then leverages that notion in its branding and messaging. But
what does this look like in action? Let’s take a quick look at one popular brand
that honed its differentiation strategy and succeeded as a result. Like many fast-
food chains, Chipotle (see Figure 3.13) focuses on the quality of its ingredients
above all else. One of the brand’s hallmarks is that it works with family farmers
within a 130-mile radius of each of its locations and attempts whenever possible
to source local and sustainably raised ingredients. Additionally, Chipotle
eliminated genetically modified (GMO) foods from its menu, citing public
concerns about the safety of genetically modified ingredients.
Are You an Ethical Consumer? At its most basic level, being an ethical
consumer simply means choosing goods that are ethically sourced, produced,
and distributed. Ethical consumerism has become something of a buzzword
over the last decade, and organizations are taking notice of consumers’
expectations in terms of social and environmental practices. Consider some
statistics to better understand how consumers put ethical consumerism in
practice: • According to a Statista poll, 90 percent of US survey respondents
indicated that they would boycott a brand if they discovered that the company
was engaged in irresponsible business practices.24 • Research from Mintel, a
market research firm, indicates that 56 percent of US consumers indicate that
they would no longer do business with organizations they believe to be
unethical.25 • A recent survey showed that consumers seek a match between
their beliefs and those exemplified by the organization. According to the survey,
an overwhelming 72 percent of respondents indicated that they purchase goods
and services from companies with beliefs similar to theirs in terms of
environmental preservation and child labor.26 By choosing brands that align
with their values, consumers are voting with their pocketbooks. Modern
consumers are more than willing to take their business elsewhere if they
perceive a disconnect between their values and those of the organization, and
they will likely share their sentiments on social media.
Economic theory suggests that consumers seek to maximize utility (the total
satisfaction received from consuming a product or service) at the lowest cost
possible, so it follows that firms that have higher costs of production will be
driven out of the market. Recently, more and more firms have started using
“ethical” labels as a means of product differentiation, a marketing strategy in
which a brand identifies the one thing that makes it genuinely different from
competitors and then leverages that notion in its branding and messaging. But
what does this look like in action? Let’s take a quick look at one popular brand
that honed its differentiation strategy and succeeded as a result. Like many fast-
food chains, Chipotle (see Figure 3.13) focuses on the quality of its ingredients
above all else. One of the brand’s hallmarks is that it works with family farmers
within a 130-mile radius of each of its locations and attempts whenever possible
to source local and sustainably raised ingredients. Additionally, Chipotle
eliminated genetically modified (GMO) foods from its menu, citing public
concerns about the safety of genetically modified ingredients.
Are You an Ethical Consumer? At its most basic level, being an ethical
consumer simply means choosing goods that are ethically sourced, produced,
and distributed. Ethical consumerism has become something of a buzzword
over the last decade, and organizations are taking notice of consumers’
expectations in terms of social and environmental practices. Consider some
statistics to better understand how consumers put ethical consumerism in
practice: • According to a Statista poll, 90 percent of US survey respondents
indicated that they would boycott a brand if they discovered that the company
was engaged in irresponsible business practices.24 • Research from Mintel, a
market research firm, indicates that 56 percent of US consumers indicate that
they would no longer do business with organizations they believe to be
unethical.25 • A recent survey showed that consumers seek a match between
their beliefs and those exemplified by the organization. According to the survey,
an overwhelming 72 percent of respondents indicated that they purchase goods
and services from companies with beliefs similar to theirs in terms of
environmental preservation and child labor.26 By choosing brands that align
with their values, consumers are voting with their pocketbooks. Modern
consumers are more than willing to take their business elsewhere if they
perceive a disconnect between their values and those of the organization, and
they will likely share their sentiments on social media.
Economic theory suggests that consumers seek to maximize utility (the total
satisfaction received from consuming a product or service) at the lowest cost
possible, so it follows that firms that have higher costs of production will be
driven out of the market. Recently, more and more firms have started using
“ethical” labels as a means of product differentiation, a marketing strategy in
which a brand identifies the one thing that makes it genuinely different from
competitors and then leverages that notion in its branding and messaging. But
what does this look like in action? Let’s take a quick look at one popular brand
that honed its differentiation strategy and succeeded as a result. Like many fast-
food chains, Chipotle (see Figure 3.13) focuses on the quality of its ingredients
above all else. One of the brand’s hallmarks is that it works with family farmers
within a 130-mile radius of each of its locations and attempts whenever possible
to source local and sustainably raised ingredients. Additionally, Chipotle
eliminated genetically modified (GMO) foods from its menu, citing public
concerns about the safety of genetically modified ingredients.
Are You an Ethical Consumer? At its most basic level, being an ethical
consumer simply means choosing goods that are ethically sourced, produced,
and distributed. Ethical consumerism has become something of a buzzword
over the last decade, and organizations are taking notice of consumers’
expectations in terms of social and environmental practices. Consider some
statistics to better understand how consumers put ethical consumerism in
practice: • According to a Statista poll, 90 percent of US survey respondents
indicated that they would boycott a brand if they discovered that the company
was engaged in irresponsible business practices.24 • Research from Mintel, a
market research firm, indicates that 56 percent of US consumers indicate that
they would no longer do business with organizations they believe to be
unethical.25 • A recent survey showed that consumers seek a match between
their beliefs and those exemplified by the organization. According to the survey,
an overwhelming 72 percent of respondents indicated that they purchase goods
and services from companies with beliefs similar to theirs in terms of
environmental preservation and child labor.26 By choosing brands that align
with their values, consumers are voting with their pocketbooks. Modern
consumers are more than willing to take their business elsewhere if they
perceive a disconnect between their values and those of the organization, and
they will likely share their sentiments on social media.
Economic theory suggests that consumers seek to maximize utility (the total
satisfaction received from consuming a product or service) at the lowest cost
possible, so it follows that firms that have higher costs of production will be
driven out of the market. Recently, more and more firms have started using
“ethical” labels as a means of product differentiation, a marketing strategy in
which a brand identifies the one thing that makes it genuinely different from
competitors and then leverages that notion in its branding and messaging. But
what does this look like in action? Let’s take a quick look at one popular brand
that honed its differentiation strategy and succeeded as a result. Like many fast-
food chains, Chipotle (see Figure 3.13) focuses on the quality of its ingredients
above all else. One of the brand’s hallmarks is that it works with family farmers
within a 130-mile radius of each of its locations and attempts whenever possible
to source local and sustainably raised ingredients. Additionally, Chipotle
eliminated genetically modified (GMO) foods from its menu, citing public
concerns about the safety of genetically modified ingredients.
Are You an Ethical Consumer? At its most basic level, being an ethical
consumer simply means choosing goods that are ethically sourced, produced,
and distributed. Ethical consumerism has become something of a buzzword
over the last decade, and organizations are taking notice of consumers’
expectations in terms of social and environmental practices. Consider some
statistics to better understand how consumers put ethical consumerism in
practice: • According to a Statista poll, 90 percent of US survey respondents
indicated that they would boycott a brand if they discovered that the company
was engaged in irresponsible business practices.24 • Research from Mintel, a
market research firm, indicates that 56 percent of US consumers indicate that
they would no longer do business with organizations they believe to be
unethical.25 • A recent survey showed that consumers seek a match between
their beliefs and those exemplified by the organization. According to the survey,
an overwhelming 72 percent of respondents indicated that they purchase goods
and services from companies with beliefs similar to theirs in terms of
environmental preservation and child labor.26 By choosing brands that align
with their values, consumers are voting with their pocketbooks. Modern
consumers are more than willing to take their business elsewhere if they
perceive a disconnect between their values and those of the organization, and
they will likely share their sentiments on social media.
Economic theory suggests that consumers seek to maximize utility (the total
satisfaction received from consuming a product or service) at the lowest cost
possible, so it follows that firms that have higher costs of production will be
driven out of the market. Recently, more and more firms have started using
“ethical” labels as a means of product differentiation, a marketing strategy in
which a brand identifies the one thing that makes it genuinely different from
competitors and then leverages that notion in its branding and messaging. But
what does this look like in action? Let’s take a quick look at one popular brand
that honed its differentiation strategy and succeeded as a result. Like many fast-
food chains, Chipotle (see Figure 3.13) focuses on the quality of its ingredients
above all else. One of the brand’s hallmarks is that it works with family farmers
within a 130-mile radius of each of its locations and attempts whenever possible
to source local and sustainably raised ingredients. Additionally, Chipotle
eliminated genetically modified (GMO) foods from its menu, citing public
concerns about the safety of genetically modified ingredients.
Are You an Ethical Consumer? At its most basic level, being an ethical
consumer simply means choosing goods that are ethically sourced, produced,
and distributed. Ethical consumerism has become something of a buzzword
over the last decade, and organizations are taking notice of consumers’
expectations in terms of social and environmental practices. Consider some
statistics to better understand how consumers put ethical consumerism in
practice: • According to a Statista poll, 90 percent of US survey respondents
indicated that they would boycott a brand if they discovered that the company
was engaged in irresponsible business practices.24 • Research from Mintel, a
market research firm, indicates that 56 percent of US consumers indicate that
they would no longer do business with organizations they believe to be
unethical.25 • A recent survey showed that consumers seek a match between
their beliefs and those exemplified by the organization. According to the survey,
an overwhelming 72 percent of respondents indicated that they purchase goods
and services from companies with beliefs similar to theirs in terms of
environmental preservation and child labor.26 By choosing brands that align
with their values, consumers are voting with their pocketbooks. Modern
consumers are more than willing to take their business elsewhere if they
perceive a disconnect between their values and those of the organization, and
they will likely share their sentiments on social media.
Economic theory suggests that consumers seek to maximize utility (the total
satisfaction received from consuming a product or service) at the lowest cost
possible, so it follows that firms that have higher costs of production will be
driven out of the market. Recently, more and more firms have started using
“ethical” labels as a means of product differentiation, a marketing strategy in
which a brand identifies the one thing that makes it genuinely different from
competitors and then leverages that notion in its branding and messaging. But
what does this look like in action? Let’s take a quick look at one popular brand
that honed its differentiation strategy and succeeded as a result. Like many fast-
food chains, Chipotle (see Figure 3.13) focuses on the quality of its ingredients
above all else. One of the brand’s hallmarks is that it works with family farmers
within a 130-mile radius of each of its locations and attempts whenever possible
to source local and sustainably raised ingredients. Additionally, Chipotle
eliminated genetically modified (GMO) foods from its menu, citing public
concerns about the safety of genetically modified ingredients.
Are You an Ethical Consumer? At its most basic level, being an ethical
consumer simply means choosing goods that are ethically sourced, produced,
and distributed. Ethical consumerism has become something of a buzzword
over the last decade, and organizations are taking notice of consumers’
expectations in terms of social and environmental practices. Consider some
statistics to better understand how consumers put ethical consumerism in
practice: • According to a Statista poll, 90 percent of US survey respondents
indicated that they would boycott a brand if they discovered that the company
was engaged in irresponsible business practices.24 • Research from Mintel, a
market research firm, indicates that 56 percent of US consumers indicate that
they would no longer do business with organizations they believe to be
unethical.25 • A recent survey showed that consumers seek a match between
their beliefs and those exemplified by the organization. According to the survey,
an overwhelming 72 percent of respondents indicated that they purchase goods
and services from companies with beliefs similar to theirs in terms of
environmental preservation and child labor.26 By choosing brands that align
with their values, consumers are voting with their pocketbooks. Modern
consumers are more than willing to take their business elsewhere if they
perceive a disconnect between their values and those of the organization, and
they will likely share their sentiments on social media.
Economic theory suggests that consumers seek to maximize utility (the total
satisfaction received from consuming a product or service) at the lowest cost
possible, so it follows that firms that have higher costs of production will be
driven out of the market. Recently, more and more firms have started using
“ethical” labels as a means of product differentiation, a marketing strategy in
which a brand identifies the one thing that makes it genuinely different from
competitors and then leverages that notion in its branding and messaging. But
what does this look like in action? Let’s take a quick look at one popular brand
that honed its differentiation strategy and succeeded as a result. Like many fast-
food chains, Chipotle (see Figure 3.13) focuses on the quality of its ingredients
above all else. One of the brand’s hallmarks is that it works with family farmers
within a 130-mile radius of each of its locations and attempts whenever possible
to source local and sustainably raised ingredients. Additionally, Chipotle
eliminated genetically modified (GMO) foods from its menu, citing public
concerns about the safety of genetically modified ingredients.
Are You an Ethical Consumer? At its most basic level, being an ethical
consumer simply means choosing goods that are ethically sourced, produced,
and distributed. Ethical consumerism has become something of a buzzword
over the last decade, and organizations are taking notice of consumers’
expectations in terms of social and environmental practices. Consider some
statistics to better understand how consumers put ethical consumerism in
practice: • According to a Statista poll, 90 percent of US survey respondents
indicated that they would boycott a brand if they discovered that the company
was engaged in irresponsible business practices.24 • Research from Mintel, a
market research firm, indicates that 56 percent of US consumers indicate that
they would no longer do business with organizations they believe to be
unethical.25 • A recent survey showed that consumers seek a match between
their beliefs and those exemplified by the organization. According to the survey,
an overwhelming 72 percent of respondents indicated that they purchase goods
and services from companies with beliefs similar to theirs in terms of
environmental preservation and child labor.26 By choosing brands that align
with their values, consumers are voting with their pocketbooks. Modern
consumers are more than willing to take their business elsewhere if they
perceive a disconnect between their values and those of the organization, and
they will likely share their sentiments on social media.
Economic theory suggests that consumers seek to maximize utility (the total
satisfaction received from consuming a product or service) at the lowest cost
possible, so it follows that firms that have higher costs of production will be
driven out of the market. Recently, more and more firms have started using
“ethical” labels as a means of product differentiation, a marketing strategy in
which a brand identifies the one thing that makes it genuinely different from
competitors and then leverages that notion in its branding and messaging. But
what does this look like in action? Let’s take a quick look at one popular brand
that honed its differentiation strategy and succeeded as a result. Like many fast-
food chains, Chipotle (see Figure 3.13) focuses on the quality of its ingredients
above all else. One of the brand’s hallmarks is that it works with family farmers
within a 130-mile radius of each of its locations and attempts whenever possible
to source local and sustainably raised ingredients. Additionally, Chipotle
eliminated genetically modified (GMO) foods from its menu, citing public
concerns about the safety of genetically modified ingredients.
Are You an Ethical Consumer? At its most basic level, being an ethical
consumer simply means choosing goods that are ethically sourced, produced,
and distributed. Ethical consumerism has become something of a buzzword
over the last decade, and organizations are taking notice of consumers’
expectations in terms of social and environmental practices. Consider some
statistics to better understand how consumers put ethical consumerism in
practice: • According to a Statista poll, 90 percent of US survey respondents
indicated that they would boycott a brand if they discovered that the company
was engaged in irresponsible business practices.24 • Research from Mintel, a
market research firm, indicates that 56 percent of US consumers indicate that
they would no longer do business with organizations they believe to be
unethical.25 • A recent survey showed that consumers seek a match between
their beliefs and those exemplified by the organization. According to the survey,
an overwhelming 72 percent of respondents indicated that they purchase goods
and services from companies with beliefs similar to theirs in terms of
environmental preservation and child labor.26 By choosing brands that align
with their values, consumers are voting with their pocketbooks. Modern
consumers are more than willing to take their business elsewhere if they
perceive a disconnect between their values and those of the organization, and
they will likely share their sentiments on social media.
Economic theory suggests that consumers seek to maximize utility (the total
satisfaction received from consuming a product or service) at the lowest cost
possible, so it follows that firms that have higher costs of production will be
driven out of the market. Recently, more and more firms have started using
“ethical” labels as a means of product differentiation, a marketing strategy in
which a brand identifies the one thing that makes it genuinely different from
competitors and then leverages that notion in its branding and messaging. But
what does this look like in action? Let’s take a quick look at one popular brand
that honed its differentiation strategy and succeeded as a result. Like many fast-
food chains, Chipotle (see Figure 3.13) focuses on the quality of its ingredients
above all else. One of the brand’s hallmarks is that it works with family farmers
within a 130-mile radius of each of its locations and attempts whenever possible
to source local and sustainably raised ingredients. Additionally, Chipotle
eliminated genetically modified (GMO) foods from its menu, citing public
concerns about the safety of genetically modified ingredients.
Are You an Ethical Consumer? At its most basic level, being an ethical
consumer simply means choosing goods that are ethically sourced, produced,
and distributed. Ethical consumerism has become something of a buzzword
over the last decade, and organizations are taking notice of consumers’
expectations in terms of social and environmental practices. Consider some
statistics to better understand how consumers put ethical consumerism in
practice: • According to a Statista poll, 90 percent of US survey respondents
indicated that they would boycott a brand if they discovered that the company
was engaged in irresponsible business practices.24 • Research from Mintel, a
market research firm, indicates that 56 percent of US consumers indicate that
they would no longer do business with organizations they believe to be
unethical.25 • A recent survey showed that consumers seek a match between
their beliefs and those exemplified by the organization. According to the survey,
an overwhelming 72 percent of respondents indicated that they purchase goods
and services from companies with beliefs similar to theirs in terms of
environmental preservation and child labor.26 By choosing brands that align
with their values, consumers are voting with their pocketbooks. Modern
consumers are more than willing to take their business elsewhere if they
perceive a disconnect between their values and those of the organization, and
they will likely share their sentiments on social media.
Economic theory suggests that consumers seek to maximize utility (the total
satisfaction received from consuming a product or service) at the lowest cost
possible, so it follows that firms that have higher costs of production will be
driven out of the market. Recently, more and more firms have started using
“ethical” labels as a means of product differentiation, a marketing strategy in
which a brand identifies the one thing that makes it genuinely different from
competitors and then leverages that notion in its branding and messaging. But
what does this look like in action? Let’s take a quick look at one popular brand
that honed its differentiation strategy and succeeded as a result. Like many fast-
food chains, Chipotle (see Figure 3.13) focuses on the quality of its ingredients
above all else. One of the brand’s hallmarks is that it works with family farmers
within a 130-mile radius of each of its locations and attempts whenever possible
to source local and sustainably raised ingredients. Additionally, Chipotle
eliminated genetically modified (GMO) foods from its menu, citing public
concerns about the safety of genetically modified ingredients.
Are You an Ethical Consumer? At its most basic level, being an ethical
consumer simply means choosing goods that are ethically sourced, produced,
and distributed. Ethical consumerism has become something of a buzzword
over the last decade, and organizations are taking notice of consumers’
expectations in terms of social and environmental practices. Consider some
statistics to better understand how consumers put ethical consumerism in
practice: • According to a Statista poll, 90 percent of US survey respondents
indicated that they would boycott a brand if they discovered that the company
was engaged in irresponsible business practices.24 • Research from Mintel, a
market research firm, indicates that 56 percent of US consumers indicate that
they would no longer do business with organizations they believe to be
unethical.25 • A recent survey showed that consumers seek a match between
their beliefs and those exemplified by the organization. According to the survey,
an overwhelming 72 percent of respondents indicated that they purchase goods
and services from companies with beliefs similar to theirs in terms of
environmental preservation and child labor.26 By choosing brands that align
with their values, consumers are voting with their pocketbooks. Modern
consumers are more than willing to take their business elsewhere if they
perceive a disconnect between their values and those of the organization, and
they will likely share their sentiments on social media.
Economic theory suggests that consumers seek to maximize utility (the total
satisfaction received from consuming a product or service) at the lowest cost
possible, so it follows that firms that have higher costs of production will be
driven out of the market. Recently, more and more firms have started using
“ethical” labels as a means of product differentiation, a marketing strategy in
which a brand identifies the one thing that makes it genuinely different from
competitors and then leverages that notion in its branding and messaging. But
what does this look like in action? Let’s take a quick look at one popular brand
that honed its differentiation strategy and succeeded as a result. Like many fast-
food chains, Chipotle (see Figure 3.13) focuses on the quality of its ingredients
above all else. One of the brand’s hallmarks is that it works with family farmers
within a 130-mile radius of each of its locations and attempts whenever possible
to source local and sustainably raised ingredients. Additionally, Chipotle
eliminated genetically modified (GMO) foods from its menu, citing public
concerns about the safety of genetically modified ingredients.
Are You an Ethical Consumer? At its most basic level, being an ethical
consumer simply means choosing goods that are ethically sourced, produced,
and distributed. Ethical consumerism has become something of a buzzword
over the last decade, and organizations are taking notice of consumers’
expectations in terms of social and environmental practices. Consider some
statistics to better understand how consumers put ethical consumerism in
practice: • According to a Statista poll, 90 percent of US survey respondents
indicated that they would boycott a brand if they discovered that the company
was engaged in irresponsible business practices.24 • Research from Mintel, a
market research firm, indicates that 56 percent of US consumers indicate that
they would no longer do business with organizations they believe to be
unethical.25 • A recent survey showed that consumers seek a match between
their beliefs and those exemplified by the organization. According to the survey,
an overwhelming 72 percent of respondents indicated that they purchase goods
and services from companies with beliefs similar to theirs in terms of
environmental preservation and child labor.26 By choosing brands that align
with their values, consumers are voting with their pocketbooks. Modern
consumers are more than willing to take their business elsewhere if they
perceive a disconnect between their values and those of the organization, and
they will likely share their sentiments on social media.
Economic theory suggests that consumers seek to maximize utility (the total
satisfaction received from consuming a product or service) at the lowest cost
possible, so it follows that firms that have higher costs of production will be
driven out of the market. Recently, more and more firms have started using
“ethical” labels as a means of product differentiation, a marketing strategy in
which a brand identifies the one thing that makes it genuinely different from
competitors and then leverages that notion in its branding and messaging. But
what does this look like in action? Let’s take a quick look at one popular brand
that honed its differentiation strategy and succeeded as a result. Like many fast-
food chains, Chipotle (see Figure 3.13) focuses on the quality of its ingredients
above all else. One of the brand’s hallmarks is that it works with family farmers
within a 130-mile radius of each of its locations and attempts whenever possible
to source local and sustainably raised ingredients. Additionally, Chipotle
eliminated genetically modified (GMO) foods from its menu, citing public
concerns about the safety of genetically modified ingredients.
Are You an Ethical Consumer? At its most basic level, being an ethical
consumer simply means choosing goods that are ethically sourced, produced,
and distributed. Ethical consumerism has become something of a buzzword
over the last decade, and organizations are taking notice of consumers’
expectations in terms of social and environmental practices. Consider some
statistics to better understand how consumers put ethical consumerism in
practice: • According to a Statista poll, 90 percent of US survey respondents
indicated that they would boycott a brand if they discovered that the company
was engaged in irresponsible business practices.24 • Research from Mintel, a
market research firm, indicates that 56 percent of US consumers indicate that
they would no longer do business with organizations they believe to be
unethical.25 • A recent survey showed that consumers seek a match between
their beliefs and those exemplified by the organization. According to the survey,
an overwhelming 72 percent of respondents indicated that they purchase goods
and services from companies with beliefs similar to theirs in terms of
environmental preservation and child labor.26 By choosing brands that align
with their values, consumers are voting with their pocketbooks. Modern
consumers are more than willing to take their business elsewhere if they
perceive a disconnect between their values and those of the organization, and
they will likely share their sentiments on social media.
Economic theory suggests that consumers seek to maximize utility (the total
satisfaction received from consuming a product or service) at the lowest cost
possible, so it follows that firms that have higher costs of production will be
driven out of the market. Recently, more and more firms have started using
“ethical” labels as a means of product differentiation, a marketing strategy in
which a brand identifies the one thing that makes it genuinely different from
competitors and then leverages that notion in its branding and messaging. But
what does this look like in action? Let’s take a quick look at one popular brand
that honed its differentiation strategy and succeeded as a result. Like many fast-
food chains, Chipotle (see Figure 3.13) focuses on the quality of its ingredients
above all else. One of the brand’s hallmarks is that it works with family farmers
within a 130-mile radius of each of its locations and attempts whenever possible
to source local and sustainably raised ingredients. Additionally, Chipotle
eliminated genetically modified (GMO) foods from its menu, citing public
concerns about the safety of genetically modified ingredients.
Are You an Ethical Consumer? At its most basic level, being an ethical
consumer simply means choosing goods that are ethically sourced, produced,
and distributed. Ethical consumerism has become something of a buzzword
over the last decade, and organizations are taking notice of consumers’
expectations in terms of social and environmental practices. Consider some
statistics to better understand how consumers put ethical consumerism in
practice: • According to a Statista poll, 90 percent of US survey respondents
indicated that they would boycott a brand if they discovered that the company
was engaged in irresponsible business practices.24 • Research from Mintel, a
market research firm, indicates that 56 percent of US consumers indicate that
they would no longer do business with organizations they believe to be
unethical.25 • A recent survey showed that consumers seek a match between
their beliefs and those exemplified by the organization. According to the survey,
an overwhelming 72 percent of respondents indicated that they purchase goods
and services from companies with beliefs similar to theirs in terms of
environmental preservation and child labor.26 By choosing brands that align
with their values, consumers are voting with their pocketbooks. Modern
consumers are more than willing to take their business elsewhere if they
perceive a disconnect between their values and those of the organization, and
they will likely share their sentiments on social media.
Economic theory suggests that consumers seek to maximize utility (the total
satisfaction received from consuming a product or service) at the lowest cost
possible, so it follows that firms that have higher costs of production will be
driven out of the market. Recently, more and more firms have started using
“ethical” labels as a means of product differentiation, a marketing strategy in
which a brand identifies the one thing that makes it genuinely different from
competitors and then leverages that notion in its branding and messaging. But
what does this look like in action? Let’s take a quick look at one popular brand
that honed its differentiation strategy and succeeded as a result. Like many fast-
food chains, Chipotle (see Figure 3.13) focuses on the quality of its ingredients
above all else. One of the brand’s hallmarks is that it works with family farmers
within a 130-mile radius of each of its locations and attempts whenever possible
to source local and sustainably raised ingredients. Additionally, Chipotle
eliminated genetically modified (GMO) foods from its menu, citing public
concerns about the safety of genetically modified ingredients.
Are You an Ethical Consumer? At its most basic level, being an ethical
consumer simply means choosing goods that are ethically sourced, produced,
and distributed. Ethical consumerism has become something of a buzzword
over the last decade, and organizations are taking notice of consumers’
expectations in terms of social and environmental practices. Consider some
statistics to better understand how consumers put ethical consumerism in
practice: • According to a Statista poll, 90 percent of US survey respondents
indicated that they would boycott a brand if they discovered that the company
was engaged in irresponsible business practices.24 • Research from Mintel, a
market research firm, indicates that 56 percent of US consumers indicate that
they would no longer do business with organizations they believe to be
unethical.25 • A recent survey showed that consumers seek a match between
their beliefs and those exemplified by the organization. According to the survey,
an overwhelming 72 percent of respondents indicated that they purchase goods
and services from companies with beliefs similar to theirs in terms of
environmental preservation and child labor.26 By choosing brands that align
with their values, consumers are voting with their pocketbooks. Modern
consumers are more than willing to take their business elsewhere if they
perceive a disconnect between their values and those of the organization, and
they will likely share their sentiments on social media.
Economic theory suggests that consumers seek to maximize utility (the total
satisfaction received from consuming a product or service) at the lowest cost
possible, so it follows that firms that have higher costs of production will be
driven out of the market. Recently, more and more firms have started using
“ethical” labels as a means of product differentiation, a marketing strategy in
which a brand identifies the one thing that makes it genuinely different from
competitors and then leverages that notion in its branding and messaging. But
what does this look like in action? Let’s take a quick look at one popular brand
that honed its differentiation strategy and succeeded as a result. Like many fast-
food chains, Chipotle (see Figure 3.13) focuses on the quality of its ingredients
above all else. One of the brand’s hallmarks is that it works with family farmers
within a 130-mile radius of each of its locations and attempts whenever possible
to source local and sustainably raised ingredients. Additionally, Chipotle
eliminated genetically modified (GMO) foods from its menu, citing public
concerns about the safety of genetically modified ingredients.
Are You an Ethical Consumer? At its most basic level, being an ethical
consumer simply means choosing goods that are ethically sourced, produced,
and distributed. Ethical consumerism has become something of a buzzword
over the last decade, and organizations are taking notice of consumers’
expectations in terms of social and environmental practices. Consider some
statistics to better understand how consumers put ethical consumerism in
practice: • According to a Statista poll, 90 percent of US survey respondents
indicated that they would boycott a brand if they discovered that the company
was engaged in irresponsible business practices.24 • Research from Mintel, a
market research firm, indicates that 56 percent of US consumers indicate that
they would no longer do business with organizations they believe to be
unethical.25 • A recent survey showed that consumers seek a match between
their beliefs and those exemplified by the organization. According to the survey,
an overwhelming 72 percent of respondents indicated that they purchase goods
and services from companies with beliefs similar to theirs in terms of
environmental preservation and child labor.26 By choosing brands that align
with their values, consumers are voting with their pocketbooks. Modern
consumers are more than willing to take their business elsewhere if they
perceive a disconnect between their values and those of the organization, and
they will likely share their sentiments on social media.
Economic theory suggests that consumers seek to maximize utility (the total
satisfaction received from consuming a product or service) at the lowest cost
possible, so it follows that firms that have higher costs of production will be
driven out of the market. Recently, more and more firms have started using
“ethical” labels as a means of product differentiation, a marketing strategy in
which a brand identifies the one thing that makes it genuinely different from
competitors and then leverages that notion in its branding and messaging. But
what does this look like in action? Let’s take a quick look at one popular brand
that honed its differentiation strategy and succeeded as a result. Like many fast-
food chains, Chipotle (see Figure 3.13) focuses on the quality of its ingredients
above all else. One of the brand’s hallmarks is that it works with family farmers
within a 130-mile radius of each of its locations and attempts whenever possible
to source local and sustainably raised ingredients. Additionally, Chipotle
eliminated genetically modified (GMO) foods from its menu, citing public
concerns about the safety of genetically modified ingredients.
Are You an Ethical Consumer? At its most basic level, being an ethical
consumer simply means choosing goods that are ethically sourced, produced,
and distributed. Ethical consumerism has become something of a buzzword
over the last decade, and organizations are taking notice of consumers’
expectations in terms of social and environmental practices. Consider some
statistics to better understand how consumers put ethical consumerism in
practice: • According to a Statista poll, 90 percent of US survey respondents
indicated that they would boycott a brand if they discovered that the company
was engaged in irresponsible business practices.24 • Research from Mintel, a
market research firm, indicates that 56 percent of US consumers indicate that
they would no longer do business with organizations they believe to be
unethical.25 • A recent survey showed that consumers seek a match between
their beliefs and those exemplified by the organization. According to the survey,
an overwhelming 72 percent of respondents indicated that they purchase goods
and services from companies with beliefs similar to theirs in terms of
environmental preservation and child labor.26 By choosing brands that align
with their values, consumers are voting with their pocketbooks. Modern
consumers are more than willing to take their business elsewhere if they
perceive a disconnect between their values and those of the organization, and
they will likely share their sentiments on social media.
Economic theory suggests that consumers seek to maximize utility (the total
satisfaction received from consuming a product or service) at the lowest cost
possible, so it follows that firms that have higher costs of production will be
driven out of the market. Recently, more and more firms have started using
“ethical” labels as a means of product differentiation, a marketing strategy in
which a brand identifies the one thing that makes it genuinely different from
competitors and then leverages that notion in its branding and messaging. But
what does this look like in action? Let’s take a quick look at one popular brand
that honed its differentiation strategy and succeeded as a result. Like many fast-
food chains, Chipotle (see Figure 3.13) focuses on the quality of its ingredients
above all else. One of the brand’s hallmarks is that it works with family farmers
within a 130-mile radius of each of its locations and attempts whenever possible
to source local and sustainably raised ingredients. Additionally, Chipotle
eliminated genetically modified (GMO) foods from its menu, citing public
concerns about the safety of genetically modified ingredients.
Are You an Ethical Consumer? At its most basic level, being an ethical
consumer simply means choosing goods that are ethically sourced, produced,
and distributed. Ethical consumerism has become something of a buzzword
over the last decade, and organizations are taking notice of consumers’
expectations in terms of social and environmental practices. Consider some
statistics to better understand how consumers put ethical consumerism in
practice: • According to a Statista poll, 90 percent of US survey respondents
indicated that they would boycott a brand if they discovered that the company
was engaged in irresponsible business practices.24 • Research from Mintel, a
market research firm, indicates that 56 percent of US consumers indicate that
they would no longer do business with organizations they believe to be
unethical.25 • A recent survey showed that consumers seek a match between
their beliefs and those exemplified by the organization. According to the survey,
an overwhelming 72 percent of respondents indicated that they purchase goods
and services from companies with beliefs similar to theirs in terms of
environmental preservation and child labor.26 By choosing brands that align
with their values, consumers are voting with their pocketbooks. Modern
consumers are more than willing to take their business elsewhere if they
perceive a disconnect between their values and those of the organization, and
they will likely share their sentiments on social media.
Economic theory suggests that consumers seek to maximize utility (the total
satisfaction received from consuming a product or service) at the lowest cost
possible, so it follows that firms that have higher costs of production will be
driven out of the market. Recently, more and more firms have started using
“ethical” labels as a means of product differentiation, a marketing strategy in
which a brand identifies the one thing that makes it genuinely different from
competitors and then leverages that notion in its branding and messaging. But
what does this look like in action? Let’s take a quick look at one popular brand
that honed its differentiation strategy and succeeded as a result. Like many fast-
food chains, Chipotle (see Figure 3.13) focuses on the quality of its ingredients
above all else. One of the brand’s hallmarks is that it works with family farmers
within a 130-mile radius of each of its locations and attempts whenever possible
to source local and sustainably raised ingredients. Additionally, Chipotle
eliminated genetically modified (GMO) foods from its menu, citing public
concerns about the safety of genetically modified ingredients.
Are You an Ethical Consumer? At its most basic level, being an ethical
consumer simply means choosing goods that are ethically sourced, produced,
and distributed. Ethical consumerism has become something of a buzzword
over the last decade, and organizations are taking notice of consumers’
expectations in terms of social and environmental practices. Consider some
statistics to better understand how consumers put ethical consumerism in
practice: • According to a Statista poll, 90 percent of US survey respondents
indicated that they would boycott a brand if they discovered that the company
was engaged in irresponsible business practices.24 • Research from Mintel, a
market research firm, indicates that 56 percent of US consumers indicate that
they would no longer do business with organizations they believe to be
unethical.25 • A recent survey showed that consumers seek a match between
their beliefs and those exemplified by the organization. According to the survey,
an overwhelming 72 percent of respondents indicated that they purchase goods
and services from companies with beliefs similar to theirs in terms of
environmental preservation and child labor.26 By choosing brands that align
with their values, consumers are voting with their pocketbooks. Modern
consumers are more than willing to take their business elsewhere if they
perceive a disconnect between their values and those of the organization, and
they will likely share their sentiments on social media.
Economic theory suggests that consumers seek to maximize utility (the total
satisfaction received from consuming a product or service) at the lowest cost
possible, so it follows that firms that have higher costs of production will be
driven out of the market. Recently, more and more firms have started using
“ethical” labels as a means of product differentiation, a marketing strategy in
which a brand identifies the one thing that makes it genuinely different from
competitors and then leverages that notion in its branding and messaging. But
what does this look like in action? Let’s take a quick look at one popular brand
that honed its differentiation strategy and succeeded as a result. Like many fast-
food chains, Chipotle (see Figure 3.13) focuses on the quality of its ingredients
above all else. One of the brand’s hallmarks is that it works with family farmers
within a 130-mile radius of each of its locations and attempts whenever possible
to source local and sustainably raised ingredients. Additionally, Chipotle
eliminated genetically modified (GMO) foods from its menu, citing public
concerns about the safety of genetically modified ingredients.
Are You an Ethical Consumer? At its most basic level, being an ethical
consumer simply means choosing goods that are ethically sourced, produced,
and distributed. Ethical consumerism has become something of a buzzword
over the last decade, and organizations are taking notice of consumers’
expectations in terms of social and environmental practices. Consider some
statistics to better understand how consumers put ethical consumerism in
practice: • According to a Statista poll, 90 percent of US survey respondents
indicated that they would boycott a brand if they discovered that the company
was engaged in irresponsible business practices.24 • Research from Mintel, a
market research firm, indicates that 56 percent of US consumers indicate that
they would no longer do business with organizations they believe to be
unethical.25 • A recent survey showed that consumers seek a match between
their beliefs and those exemplified by the organization. According to the survey,
an overwhelming 72 percent of respondents indicated that they purchase goods
and services from companies with beliefs similar to theirs in terms of
environmental preservation and child labor.26 By choosing brands that align
with their values, consumers are voting with their pocketbooks. Modern
consumers are more than willing to take their business elsewhere if they
perceive a disconnect between their values and those of the organization, and
they will likely share their sentiments on social media.
Economic theory suggests that consumers seek to maximize utility (the total
satisfaction received from consuming a product or service) at the lowest cost
possible, so it follows that firms that have higher costs of production will be
driven out of the market. Recently, more and more firms have started using
“ethical” labels as a means of product differentiation, a marketing strategy in
which a brand identifies the one thing that makes it genuinely different from
competitors and then leverages that notion in its branding and messaging. But
what does this look like in action? Let’s take a quick look at one popular brand
that honed its differentiation strategy and succeeded as a result. Like many fast-
food chains, Chipotle (see Figure 3.13) focuses on the quality of its ingredients
above all else. One of the brand’s hallmarks is that it works with family farmers
within a 130-mile radius of each of its locations and attempts whenever possible
to source local and sustainably raised ingredients. Additionally, Chipotle
eliminated genetically modified (GMO) foods from its menu, citing public
concerns about the safety of genetically modified ingredients.
Are You an Ethical Consumer? At its most basic level, being an ethical
consumer simply means choosing goods that are ethically sourced, produced,
and distributed. Ethical consumerism has become something of a buzzword
over the last decade, and organizations are taking notice of consumers’
expectations in terms of social and environmental practices. Consider some
statistics to better understand how consumers put ethical consumerism in
practice: • According to a Statista poll, 90 percent of US survey respondents
indicated that they would boycott a brand if they discovered that the company
was engaged in irresponsible business practices.24 • Research from Mintel, a
market research firm, indicates that 56 percent of US consumers indicate that
they would no longer do business with organizations they believe to be
unethical.25 • A recent survey showed that consumers seek a match between
their beliefs and those exemplified by the organization. According to the survey,
an overwhelming 72 percent of respondents indicated that they purchase goods
and services from companies with beliefs similar to theirs in terms of
environmental preservation and child labor.26 By choosing brands that align
with their values, consumers are voting with their pocketbooks. Modern
consumers are more than willing to take their business elsewhere if they
perceive a disconnect between their values and those of the organization, and
they will likely share their sentiments on social media.
Economic theory suggests that consumers seek to maximize utility (the total
satisfaction received from consuming a product or service) at the lowest cost
possible, so it follows that firms that have higher costs of production will be
driven out of the market. Recently, more and more firms have started using
“ethical” labels as a means of product differentiation, a marketing strategy in
which a brand identifies the one thing that makes it genuinely different from
competitors and then leverages that notion in its branding and messaging. But
what does this look like in action? Let’s take a quick look at one popular brand
that honed its differentiation strategy and succeeded as a result. Like many fast-
food chains, Chipotle (see Figure 3.13) focuses on the quality of its ingredients
above all else. One of the brand’s hallmarks is that it works with family farmers
within a 130-mile radius of each of its locations and attempts whenever possible
to source local and sustainably raised ingredients. Additionally, Chipotle
eliminated genetically modified (GMO) foods from its menu, citing public
concerns about the safety of genetically modified ingredients.
Are You an Ethical Consumer? At its most basic level, being an ethical
consumer simply means choosing goods that are ethically sourced, produced,
and distributed. Ethical consumerism has become something of a buzzword
over the last decade, and organizations are taking notice of consumers’
expectations in terms of social and environmental practices. Consider some
statistics to better understand how consumers put ethical consumerism in
practice: • According to a Statista poll, 90 percent of US survey respondents
indicated that they would boycott a brand if they discovered that the company
was engaged in irresponsible business practices.24 • Research from Mintel, a
market research firm, indicates that 56 percent of US consumers indicate that
they would no longer do business with organizations they believe to be
unethical.25 • A recent survey showed that consumers seek a match between
their beliefs and those exemplified by the organization. According to the survey,
an overwhelming 72 percent of respondents indicated that they purchase goods
and services from companies with beliefs similar to theirs in terms of
environmental preservation and child labor.26 By choosing brands that align
with their values, consumers are voting with their pocketbooks. Modern
consumers are more than willing to take their business elsewhere if they
perceive a disconnect between their values and those of the organization, and
they will likely share their sentiments on social media.
Economic theory suggests that consumers seek to maximize utility (the total
satisfaction received from consuming a product or service) at the lowest cost
possible, so it follows that firms that have higher costs of production will be
driven out of the market. Recently, more and more firms have started using
“ethical” labels as a means of product differentiation, a marketing strategy in
which a brand identifies the one thing that makes it genuinely different from
competitors and then leverages that notion in its branding and messaging. But
what does this look like in action? Let’s take a quick look at one popular brand
that honed its differentiation strategy and succeeded as a result. Like many fast-
food chains, Chipotle (see Figure 3.13) focuses on the quality of its ingredients
above all else. One of the brand’s hallmarks is that it works with family farmers
within a 130-mile radius of each of its locations and attempts whenever possible
to source local and sustainably raised ingredients. Additionally, Chipotle
eliminated genetically modified (GMO) foods from its menu, citing public
concerns about the safety of genetically modified ingredients.
Are You an Ethical Consumer? At its most basic level, being an ethical
consumer simply means choosing goods that are ethically sourced, produced,
and distributed. Ethical consumerism has become something of a buzzword
over the last decade, and organizations are taking notice of consumers’
expectations in terms of social and environmental practices. Consider some
statistics to better understand how consumers put ethical consumerism in
practice: • According to a Statista poll, 90 percent of US survey respondents
indicated that they would boycott a brand if they discovered that the company
was engaged in irresponsible business practices.24 • Research from Mintel, a
market research firm, indicates that 56 percent of US consumers indicate that
they would no longer do business with organizations they believe to be
unethical.25 • A recent survey showed that consumers seek a match between
their beliefs and those exemplified by the organization. According to the survey,
an overwhelming 72 percent of respondents indicated that they purchase goods
and services from companies with beliefs similar to theirs in terms of
environmental preservation and child labor.26 By choosing brands that align
with their values, consumers are voting with their pocketbooks. Modern
consumers are more than willing to take their business elsewhere if they
perceive a disconnect between their values and those of the organization, and
they will likely share their sentiments on social media.
Economic theory suggests that consumers seek to maximize utility (the total
satisfaction received from consuming a product or service) at the lowest cost
possible, so it follows that firms that have higher costs of production will be
driven out of the market. Recently, more and more firms have started using
“ethical” labels as a means of product differentiation, a marketing strategy in
which a brand identifies the one thing that makes it genuinely different from
competitors and then leverages that notion in its branding and messaging. But
what does this look like in action? Let’s take a quick look at one popular brand
that honed its differentiation strategy and succeeded as a result. Like many fast-
food chains, Chipotle (see Figure 3.13) focuses on the quality of its ingredients
above all else. One of the brand’s hallmarks is that it works with family farmers
within a 130-mile radius of each of its locations and attempts whenever possible
to source local and sustainably raised ingredients. Additionally, Chipotle
eliminated genetically modified (GMO) foods from its menu, citing public
concerns about the safety of genetically modified ingredients.
Are You an Ethical Consumer? At its most basic level, being an ethical
consumer simply means choosing goods that are ethically sourced, produced,
and distributed. Ethical consumerism has become something of a buzzword
over the last decade, and organizations are taking notice of consumers’
expectations in terms of social and environmental practices. Consider some
statistics to better understand how consumers put ethical consumerism in
practice: • According to a Statista poll, 90 percent of US survey respondents
indicated that they would boycott a brand if they discovered that the company
was engaged in irresponsible business practices.24 • Research from Mintel, a
market research firm, indicates that 56 percent of US consumers indicate that
they would no longer do business with organizations they believe to be
unethical.25 • A recent survey showed that consumers seek a match between
their beliefs and those exemplified by the organization. According to the survey,
an overwhelming 72 percent of respondents indicated that they purchase goods
and services from companies with beliefs similar to theirs in terms of
environmental preservation and child labor.26 By choosing brands that align
with their values, consumers are voting with their pocketbooks. Modern
consumers are more than willing to take their business elsewhere if they
perceive a disconnect between their values and those of the organization, and
they will likely share their sentiments on social media.
Economic theory suggests that consumers seek to maximize utility (the total
satisfaction received from consuming a product or service) at the lowest cost
possible, so it follows that firms that have higher costs of production will be
driven out of the market. Recently, more and more firms have started using
“ethical” labels as a means of product differentiation, a marketing strategy in
which a brand identifies the one thing that makes it genuinely different from
competitors and then leverages that notion in its branding and messaging. But
what does this look like in action? Let’s take a quick look at one popular brand
that honed its differentiation strategy and succeeded as a result. Like many fast-
food chains, Chipotle (see Figure 3.13) focuses on the quality of its ingredients
above all else. One of the brand’s hallmarks is that it works with family farmers
within a 130-mile radius of each of its locations and attempts whenever possible
to source local and sustainably raised ingredients. Additionally, Chipotle
eliminated genetically modified (GMO) foods from its menu, citing public
concerns about the safety of genetically modified ingredients.
Are You an Ethical Consumer? At its most basic level, being an ethical
consumer simply means choosing goods that are ethically sourced, produced,
and distributed. Ethical consumerism has become something of a buzzword
over the last decade, and organizations are taking notice of consumers’
expectations in terms of social and environmental practices. Consider some
statistics to better understand how consumers put ethical consumerism in
practice: • According to a Statista poll, 90 percent of US survey respondents
indicated that they would boycott a brand if they discovered that the company
was engaged in irresponsible business practices.24 • Research from Mintel, a
market research firm, indicates that 56 percent of US consumers indicate that
they would no longer do business with organizations they believe to be
unethical.25 • A recent survey showed that consumers seek a match between
their beliefs and those exemplified by the organization. According to the survey,
an overwhelming 72 percent of respondents indicated that they purchase goods
and services from companies with beliefs similar to theirs in terms of
environmental preservation and child labor.26 By choosing brands that align
with their values, consumers are voting with their pocketbooks. Modern
consumers are more than willing to take their business elsewhere if they
perceive a disconnect between their values and those of the organization, and
they will likely share their sentiments on social media.
Economic theory suggests that consumers seek to maximize utility (the total
satisfaction received from consuming a product or service) at the lowest cost
possible, so it follows that firms that have higher costs of production will be
driven out of the market. Recently, more and more firms have started using
“ethical” labels as a means of product differentiation, a marketing strategy in
which a brand identifies the one thing that makes it genuinely different from
competitors and then leverages that notion in its branding and messaging. But
what does this look like in action? Let’s take a quick look at one popular brand
that honed its differentiation strategy and succeeded as a result. Like many fast-
food chains, Chipotle (see Figure 3.13) focuses on the quality of its ingredients
above all else. One of the brand’s hallmarks is that it works with family farmers
within a 130-mile radius of each of its locations and attempts whenever possible
to source local and sustainably raised ingredients. Additionally, Chipotle
eliminated genetically modified (GMO) foods from its menu, citing public
concerns about the safety of genetically modified ingredients.
Are You an Ethical Consumer? At its most basic level, being an ethical
consumer simply means choosing goods that are ethically sourced, produced,
and distributed. Ethical consumerism has become something of a buzzword
over the last decade, and organizations are taking notice of consumers’
expectations in terms of social and environmental practices. Consider some
statistics to better understand how consumers put ethical consumerism in
practice: • According to a Statista poll, 90 percent of US survey respondents
indicated that they would boycott a brand if they discovered that the company
was engaged in irresponsible business practices.24 • Research from Mintel, a
market research firm, indicates that 56 percent of US consumers indicate that
they would no longer do business with organizations they believe to be
unethical.25 • A recent survey showed that consumers seek a match between
their beliefs and those exemplified by the organization. According to the survey,
an overwhelming 72 percent of respondents indicated that they purchase goods
and services from companies with beliefs similar to theirs in terms of
environmental preservation and child labor.26 By choosing brands that align
with their values, consumers are voting with their pocketbooks. Modern
consumers are more than willing to take their business elsewhere if they
perceive a disconnect between their values and those of the organization, and
they will likely share their sentiments on social media.
Economic theory suggests that consumers seek to maximize utility (the total
satisfaction received from consuming a product or service) at the lowest cost
possible, so it follows that firms that have higher costs of production will be
driven out of the market. Recently, more and more firms have started using
“ethical” labels as a means of product differentiation, a marketing strategy in
which a brand identifies the one thing that makes it genuinely different from
competitors and then leverages that notion in its branding and messaging. But
what does this look like in action? Let’s take a quick look at one popular brand
that honed its differentiation strategy and succeeded as a result. Like many fast-
food chains, Chipotle (see Figure 3.13) focuses on the quality of its ingredients
above all else. One of the brand’s hallmarks is that it works with family farmers
within a 130-mile radius of each of its locations and attempts whenever possible
to source local and sustainably raised ingredients. Additionally, Chipotle
eliminated genetically modified (GMO) foods from its menu, citing public
concerns about the safety of genetically modified ingredients.
Are You an Ethical Consumer? At its most basic level, being an ethical
consumer simply means choosing goods that are ethically sourced, produced,
and distributed. Ethical consumerism has become something of a buzzword
over the last decade, and organizations are taking notice of consumers’
expectations in terms of social and environmental practices. Consider some
statistics to better understand how consumers put ethical consumerism in
practice: • According to a Statista poll, 90 percent of US survey respondents
indicated that they would boycott a brand if they discovered that the company
was engaged in irresponsible business practices.24 • Research from Mintel, a
market research firm, indicates that 56 percent of US consumers indicate that
they would no longer do business with organizations they believe to be
unethical.25 • A recent survey showed that consumers seek a match between
their beliefs and those exemplified by the organization. According to the survey,
an overwhelming 72 percent of respondents indicated that they purchase goods
and services from companies with beliefs similar to theirs in terms of
environmental preservation and child labor.26 By choosing brands that align
with their values, consumers are voting with their pocketbooks. Modern
consumers are more than willing to take their business elsewhere if they
perceive a disconnect between their values and those of the organization, and
they will likely share their sentiments on social media.
Economic theory suggests that consumers seek to maximize utility (the total
satisfaction received from consuming a product or service) at the lowest cost
possible, so it follows that firms that have higher costs of production will be
driven out of the market. Recently, more and more firms have started using
“ethical” labels as a means of product differentiation, a marketing strategy in
which a brand identifies the one thing that makes it genuinely different from
competitors and then leverages that notion in its branding and messaging. But
what does this look like in action? Let’s take a quick look at one popular brand
that honed its differentiation strategy and succeeded as a result. Like many fast-
food chains, Chipotle (see Figure 3.13) focuses on the quality of its ingredients
above all else. One of the brand’s hallmarks is that it works with family farmers
within a 130-mile radius of each of its locations and attempts whenever possible
to source local and sustainably raised ingredients. Additionally, Chipotle
eliminated genetically modified (GMO) foods from its menu, citing public
concerns about the safety of genetically modified ingredients.
Are You an Ethical Consumer? At its most basic level, being an ethical
consumer simply means choosing goods that are ethically sourced, produced,
and distributed. Ethical consumerism has become something of a buzzword
over the last decade, and organizations are taking notice of consumers’
expectations in terms of social and environmental practices. Consider some
statistics to better understand how consumers put ethical consumerism in
practice: • According to a Statista poll, 90 percent of US survey respondents
indicated that they would boycott a brand if they discovered that the company
was engaged in irresponsible business practices.24 • Research from Mintel, a
market research firm, indicates that 56 percent of US consumers indicate that
they would no longer do business with organizations they believe to be
unethical.25 • A recent survey showed that consumers seek a match between
their beliefs and those exemplified by the organization. According to the survey,
an overwhelming 72 percent of respondents indicated that they purchase goods
and services from companies with beliefs similar to theirs in terms of
environmental preservation and child labor.26 By choosing brands that align
with their values, consumers are voting with their pocketbooks. Modern
consumers are more than willing to take their business elsewhere if they
perceive a disconnect between their values and those of the organization, and
they will likely share their sentiments on social media.
Economic theory suggests that consumers seek to maximize utility (the total
satisfaction received from consuming a product or service) at the lowest cost
possible, so it follows that firms that have higher costs of production will be
driven out of the market. Recently, more and more firms have started using
“ethical” labels as a means of product differentiation, a marketing strategy in
which a brand identifies the one thing that makes it genuinely different from
competitors and then leverages that notion in its branding and messaging. But
what does this look like in action? Let’s take a quick look at one popular brand
that honed its differentiation strategy and succeeded as a result. Like many fast-
food chains, Chipotle (see Figure 3.13) focuses on the quality of its ingredients
above all else. One of the brand’s hallmarks is that it works with family farmers
within a 130-mile radius of each of its locations and attempts whenever possible
to source local and sustainably raised ingredients. Additionally, Chipotle
eliminated genetically modified (GMO) foods from its menu, citing public
concerns about the safety of genetically modified ingredients.
Are You an Ethical Consumer? At its most basic level, being an ethical
consumer simply means choosing goods that are ethically sourced, produced,
and distributed. Ethical consumerism has become something of a buzzword
over the last decade, and organizations are taking notice of consumers’
expectations in terms of social and environmental practices. Consider some
statistics to better understand how consumers put ethical consumerism in
practice: • According to a Statista poll, 90 percent of US survey respondents
indicated that they would boycott a brand if they discovered that the company
was engaged in irresponsible business practices.24 • Research from Mintel, a
market research firm, indicates that 56 percent of US consumers indicate that
they would no longer do business with organizations they believe to be
unethical.25 • A recent survey showed that consumers seek a match between
their beliefs and those exemplified by the organization. According to the survey,
an overwhelming 72 percent of respondents indicated that they purchase goods
and services from companies with beliefs similar to theirs in terms of
environmental preservation and child labor.26 By choosing brands that align
with their values, consumers are voting with their pocketbooks. Modern
consumers are more than willing to take their business elsewhere if they
perceive a disconnect between their values and those of the organization, and
they will likely share their sentiments on social media.
Economic theory suggests that consumers seek to maximize utility (the total
satisfaction received from consuming a product or service) at the lowest cost
possible, so it follows that firms that have higher costs of production will be
driven out of the market. Recently, more and more firms have started using
“ethical” labels as a means of product differentiation, a marketing strategy in
which a brand identifies the one thing that makes it genuinely different from
competitors and then leverages that notion in its branding and messaging. But
what does this look like in action? Let’s take a quick look at one popular brand
that honed its differentiation strategy and succeeded as a result. Like many fast-
food chains, Chipotle (see Figure 3.13) focuses on the quality of its ingredients
above all else. One of the brand’s hallmarks is that it works with family farmers
within a 130-mile radius of each of its locations and attempts whenever possible
to source local and sustainably raised ingredients. Additionally, Chipotle
eliminated genetically modified (GMO) foods from its menu, citing public
concerns about the safety of genetically modified ingredients.
Are You an Ethical Consumer? At its most basic level, being an ethical
consumer simply means choosing goods that are ethically sourced, produced,
and distributed. Ethical consumerism has become something of a buzzword
over the last decade, and organizations are taking notice of consumers’
expectations in terms of social and environmental practices. Consider some
statistics to better understand how consumers put ethical consumerism in
practice: • According to a Statista poll, 90 percent of US survey respondents
indicated that they would boycott a brand if they discovered that the company
was engaged in irresponsible business practices.24 • Research from Mintel, a
market research firm, indicates that 56 percent of US consumers indicate that
they would no longer do business with organizations they believe to be
unethical.25 • A recent survey showed that consumers seek a match between
their beliefs and those exemplified by the organization. According to the survey,
an overwhelming 72 percent of respondents indicated that they purchase goods
and services from companies with beliefs similar to theirs in terms of
environmental preservation and child labor.26 By choosing brands that align
with their values, consumers are voting with their pocketbooks. Modern
consumers are more than willing to take their business elsewhere if they
perceive a disconnect between their values and those of the organization, and
they will likely share their sentiments on social media.
Economic theory suggests that consumers seek to maximize utility (the total
satisfaction received from consuming a product or service) at the lowest cost
possible, so it follows that firms that have higher costs of production will be
driven out of the market. Recently, more and more firms have started using
“ethical” labels as a means of product differentiation, a marketing strategy in
which a brand identifies the one thing that makes it genuinely different from
competitors and then leverages that notion in its branding and messaging. But
what does this look like in action? Let’s take a quick look at one popular brand
that honed its differentiation strategy and succeeded as a result. Like many fast-
food chains, Chipotle (see Figure 3.13) focuses on the quality of its ingredients
above all else. One of the brand’s hallmarks is that it works with family farmers
within a 130-mile radius of each of its locations and attempts whenever possible
to source local and sustainably raised ingredients. Additionally, Chipotle
eliminated genetically modified (GMO) foods from its menu, citing public
concerns about the safety of genetically modified ingredients.
Are You an Ethical Consumer? At its most basic level, being an ethical
consumer simply means choosing goods that are ethically sourced, produced,
and distributed. Ethical consumerism has become something of a buzzword
over the last decade, and organizations are taking notice of consumers’
expectations in terms of social and environmental practices. Consider some
statistics to better understand how consumers put ethical consumerism in
practice: • According to a Statista poll, 90 percent of US survey respondents
indicated that they would boycott a brand if they discovered that the company
was engaged in irresponsible business practices.24 • Research from Mintel, a
market research firm, indicates that 56 percent of US consumers indicate that
they would no longer do business with organizations they believe to be
unethical.25 • A recent survey showed that consumers seek a match between
their beliefs and those exemplified by the organization. According to the survey,
an overwhelming 72 percent of respondents indicated that they purchase goods
and services from companies with beliefs similar to theirs in terms of
environmental preservation and child labor.26 By choosing brands that align
with their values, consumers are voting with their pocketbooks. Modern
consumers are more than willing to take their business elsewhere if they
perceive a disconnect between their values and those of the organization, and
they will likely share their sentiments on social media.
Economic theory suggests that consumers seek to maximize utility (the total
satisfaction received from consuming a product or service) at the lowest cost
possible, so it follows that firms that have higher costs of production will be
driven out of the market. Recently, more and more firms have started using
“ethical” labels as a means of product differentiation, a marketing strategy in
which a brand identifies the one thing that makes it genuinely different from
competitors and then leverages that notion in its branding and messaging. But
what does this look like in action? Let’s take a quick look at one popular brand
that honed its differentiation strategy and succeeded as a result. Like many fast-
food chains, Chipotle (see Figure 3.13) focuses on the quality of its ingredients
above all else. One of the brand’s hallmarks is that it works with family farmers
within a 130-mile radius of each of its locations and attempts whenever possible
to source local and sustainably raised ingredients. Additionally, Chipotle
eliminated genetically modified (GMO) foods from its menu, citing public
concerns about the safety of genetically modified ingredients.
Are You an Ethical Consumer? At its most basic level, being an ethical
consumer simply means choosing goods that are ethically sourced, produced,
and distributed. Ethical consumerism has become something of a buzzword
over the last decade, and organizations are taking notice of consumers’
expectations in terms of social and environmental practices. Consider some
statistics to better understand how consumers put ethical consumerism in
practice: • According to a Statista poll, 90 percent of US survey respondents
indicated that they would boycott a brand if they discovered that the company
was engaged in irresponsible business practices.24 • Research from Mintel, a
market research firm, indicates that 56 percent of US consumers indicate that
they would no longer do business with organizations they believe to be
unethical.25 • A recent survey showed that consumers seek a match between
their beliefs and those exemplified by the organization. According to the survey,
an overwhelming 72 percent of respondents indicated that they purchase goods
and services from companies with beliefs similar to theirs in terms of
environmental preservation and child labor.26 By choosing brands that align
with their values, consumers are voting with their pocketbooks. Modern
consumers are more than willing to take their business elsewhere if they
perceive a disconnect between their values and those of the organization, and
they will likely share their sentiments on social media.
Economic theory suggests that consumers seek to maximize utility (the total
satisfaction received from consuming a product or service) at the lowest cost
possible, so it follows that firms that have higher costs of production will be
driven out of the market. Recently, more and more firms have started using
“ethical” labels as a means of product differentiation, a marketing strategy in
which a brand identifies the one thing that makes it genuinely different from
competitors and then leverages that notion in its branding and messaging. But
what does this look like in action? Let’s take a quick look at one popular brand
that honed its differentiation strategy and succeeded as a result. Like many fast-
food chains, Chipotle (see Figure 3.13) focuses on the quality of its ingredients
above all else. One of the brand’s hallmarks is that it works with family farmers
within a 130-mile radius of each of its locations and attempts whenever possible
to source local and sustainably raised ingredients. Additionally, Chipotle
eliminated genetically modified (GMO) foods from its menu, citing public
concerns about the safety of genetically modified ingredients.
Are You an Ethical Consumer? At its most basic level, being an ethical
consumer simply means choosing goods that are ethically sourced, produced,
and distributed. Ethical consumerism has become something of a buzzword
over the last decade, and organizations are taking notice of consumers’
expectations in terms of social and environmental practices. Consider some
statistics to better understand how consumers put ethical consumerism in
practice: • According to a Statista poll, 90 percent of US survey respondents
indicated that they would boycott a brand if they discovered that the company
was engaged in irresponsible business practices.24 • Research from Mintel, a
market research firm, indicates that 56 percent of US consumers indicate that
they would no longer do business with organizations they believe to be
unethical.25 • A recent survey showed that consumers seek a match between
their beliefs and those exemplified by the organization. According to the survey,
an overwhelming 72 percent of respondents indicated that they purchase goods
and services from companies with beliefs similar to theirs in terms of
environmental preservation and child labor.26 By choosing brands that align
with their values, consumers are voting with their pocketbooks. Modern
consumers are more than willing to take their business elsewhere if they
perceive a disconnect between their values and those of the organization, and
they will likely share their sentiments on social media.
Economic theory suggests that consumers seek to maximize utility (the total
satisfaction received from consuming a product or service) at the lowest cost
possible, so it follows that firms that have higher costs of production will be
driven out of the market. Recently, more and more firms have started using
“ethical” labels as a means of product differentiation, a marketing strategy in
which a brand identifies the one thing that makes it genuinely different from
competitors and then leverages that notion in its branding and messaging. But
what does this look like in action? Let’s take a quick look at one popular brand
that honed its differentiation strategy and succeeded as a result. Like many fast-
food chains, Chipotle (see Figure 3.13) focuses on the quality of its ingredients
above all else. One of the brand’s hallmarks is that it works with family farmers
within a 130-mile radius of each of its locations and attempts whenever possible
to source local and sustainably raised ingredients. Additionally, Chipotle
eliminated genetically modified (GMO) foods from its menu, citing public
concerns about the safety of genetically modified ingredients.
Are You an Ethical Consumer? At its most basic level, being an ethical
consumer simply means choosing goods that are ethically sourced, produced,
and distributed. Ethical consumerism has become something of a buzzword
over the last decade, and organizations are taking notice of consumers’
expectations in terms of social and environmental practices. Consider some
statistics to better understand how consumers put ethical consumerism in
practice: • According to a Statista poll, 90 percent of US survey respondents
indicated that they would boycott a brand if they discovered that the company
was engaged in irresponsible business practices.24 • Research from Mintel, a
market research firm, indicates that 56 percent of US consumers indicate that
they would no longer do business with organizations they believe to be
unethical.25 • A recent survey showed that consumers seek a match between
their beliefs and those exemplified by the organization. According to the survey,
an overwhelming 72 percent of respondents indicated that they purchase goods
and services from companies with beliefs similar to theirs in terms of
environmental preservation and child labor.26 By choosing brands that align
with their values, consumers are voting with their pocketbooks. Modern
consumers are more than willing to take their business elsewhere if they
perceive a disconnect between their values and those of the organization, and
they will likely share their sentiments on social media.
Economic theory suggests that consumers seek to maximize utility (the total
satisfaction received from consuming a product or service) at the lowest cost
possible, so it follows that firms that have higher costs of production will be
driven out of the market. Recently, more and more firms have started using
“ethical” labels as a means of product differentiation, a marketing strategy in
which a brand identifies the one thing that makes it genuinely different from
competitors and then leverages that notion in its branding and messaging. But
what does this look like in action? Let’s take a quick look at one popular brand
that honed its differentiation strategy and succeeded as a result. Like many fast-
food chains, Chipotle (see Figure 3.13) focuses on the quality of its ingredients
above all else. One of the brand’s hallmarks is that it works with family farmers
within a 130-mile radius of each of its locations and attempts whenever possible
to source local and sustainably raised ingredients. Additionally, Chipotle
eliminated genetically modified (GMO) foods from its menu, citing public
concerns about the safety of genetically modified ingredients.
Are You an Ethical Consumer? At its most basic level, being an ethical
consumer simply means choosing goods that are ethically sourced, produced,
and distributed. Ethical consumerism has become something of a buzzword
over the last decade, and organizations are taking notice of consumers’
expectations in terms of social and environmental practices. Consider some
statistics to better understand how consumers put ethical consumerism in
practice: • According to a Statista poll, 90 percent of US survey respondents
indicated that they would boycott a brand if they discovered that the company
was engaged in irresponsible business practices.24 • Research from Mintel, a
market research firm, indicates that 56 percent of US consumers indicate that
they would no longer do business with organizations they believe to be
unethical.25 • A recent survey showed that consumers seek a match between
their beliefs and those exemplified by the organization. According to the survey,
an overwhelming 72 percent of respondents indicated that they purchase goods
and services from companies with beliefs similar to theirs in terms of
environmental preservation and child labor.26 By choosing brands that align
with their values, consumers are voting with their pocketbooks. Modern
consumers are more than willing to take their business elsewhere if they
perceive a disconnect between their values and those of the organization, and
they will likely share their sentiments on social media.
Economic theory suggests that consumers seek to maximize utility (the total
satisfaction received from consuming a product or service) at the lowest cost
possible, so it follows that firms that have higher costs of production will be
driven out of the market. Recently, more and more firms have started using
“ethical” labels as a means of product differentiation, a marketing strategy in
which a brand identifies the one thing that makes it genuinely different from
competitors and then leverages that notion in its branding and messaging. But
what does this look like in action? Let’s take a quick look at one popular brand
that honed its differentiation strategy and succeeded as a result. Like many fast-
food chains, Chipotle (see Figure 3.13) focuses on the quality of its ingredients
above all else. One of the brand’s hallmarks is that it works with family farmers
within a 130-mile radius of each of its locations and attempts whenever possible
to source local and sustainably raised ingredients. Additionally, Chipotle
eliminated genetically modified (GMO) foods from its menu, citing public
concerns about the safety of genetically modified ingredients.
Are You an Ethical Consumer? At its most basic level, being an ethical
consumer simply means choosing goods that are ethically sourced, produced,
and distributed. Ethical consumerism has become something of a buzzword
over the last decade, and organizations are taking notice of consumers’
expectations in terms of social and environmental practices. Consider some
statistics to better understand how consumers put ethical consumerism in
practice: • According to a Statista poll, 90 percent of US survey respondents
indicated that they would boycott a brand if they discovered that the company
was engaged in irresponsible business practices.24 • Research from Mintel, a
market research firm, indicates that 56 percent of US consumers indicate that
they would no longer do business with organizations they believe to be
unethical.25 • A recent survey showed that consumers seek a match between
their beliefs and those exemplified by the organization. According to the survey,
an overwhelming 72 percent of respondents indicated that they purchase goods
and services from companies with beliefs similar to theirs in terms of
environmental preservation and child labor.26 By choosing brands that align
with their values, consumers are voting with their pocketbooks. Modern
consumers are more than willing to take their business elsewhere if they
perceive a disconnect between their values and those of the organization, and
they will likely share their sentiments on social media.
Economic theory suggests that consumers seek to maximize utility (the total
satisfaction received from consuming a product or service) at the lowest cost
possible, so it follows that firms that have higher costs of production will be
driven out of the market. Recently, more and more firms have started using
“ethical” labels as a means of product differentiation, a marketing strategy in
which a brand identifies the one thing that makes it genuinely different from
competitors and then leverages that notion in its branding and messaging. But
what does this look like in action? Let’s take a quick look at one popular brand
that honed its differentiation strategy and succeeded as a result. Like many fast-
food chains, Chipotle (see Figure 3.13) focuses on the quality of its ingredients
above all else. One of the brand’s hallmarks is that it works with family farmers
within a 130-mile radius of each of its locations and attempts whenever possible
to source local and sustainably raised ingredients. Additionally, Chipotle
eliminated genetically modified (GMO) foods from its menu, citing public
concerns about the safety of genetically modified ingredients.
Are You an Ethical Consumer? At its most basic level, being an ethical
consumer simply means choosing goods that are ethically sourced, produced,
and distributed. Ethical consumerism has become something of a buzzword
over the last decade, and organizations are taking notice of consumers’
expectations in terms of social and environmental practices. Consider some
statistics to better understand how consumers put ethical consumerism in
practice: • According to a Statista poll, 90 percent of US survey respondents
indicated that they would boycott a brand if they discovered that the company
was engaged in irresponsible business practices.24 • Research from Mintel, a
market research firm, indicates that 56 percent of US consumers indicate that
they would no longer do business with organizations they believe to be
unethical.25 • A recent survey showed that consumers seek a match between
their beliefs and those exemplified by the organization. According to the survey,
an overwhelming 72 percent of respondents indicated that they purchase goods
and services from companies with beliefs similar to theirs in terms of
environmental preservation and child labor.26 By choosing brands that align
with their values, consumers are voting with their pocketbooks. Modern
consumers are more than willing to take their business elsewhere if they
perceive a disconnect between their values and those of the organization, and
they will likely share their sentiments on social media.
Economic theory suggests that consumers seek to maximize utility (the total
satisfaction received from consuming a product or service) at the lowest cost
possible, so it follows that firms that have higher costs of production will be
driven out of the market. Recently, more and more firms have started using
“ethical” labels as a means of product differentiation, a marketing strategy in
which a brand identifies the one thing that makes it genuinely different from
competitors and then leverages that notion in its branding and messaging. But
what does this look like in action? Let’s take a quick look at one popular brand
that honed its differentiation strategy and succeeded as a result. Like many fast-
food chains, Chipotle (see Figure 3.13) focuses on the quality of its ingredients
above all else. One of the brand’s hallmarks is that it works with family farmers
within a 130-mile radius of each of its locations and attempts whenever possible
to source local and sustainably raised ingredients. Additionally, Chipotle
eliminated genetically modified (GMO) foods from its menu, citing public
concerns about the safety of genetically modified ingredients.
Are You an Ethical Consumer? At its most basic level, being an ethical
consumer simply means choosing goods that are ethically sourced, produced,
and distributed. Ethical consumerism has become something of a buzzword
over the last decade, and organizations are taking notice of consumers’
expectations in terms of social and environmental practices. Consider some
statistics to better understand how consumers put ethical consumerism in
practice: • According to a Statista poll, 90 percent of US survey respondents
indicated that they would boycott a brand if they discovered that the company
was engaged in irresponsible business practices.24 • Research from Mintel, a
market research firm, indicates that 56 percent of US consumers indicate that
they would no longer do business with organizations they believe to be
unethical.25 • A recent survey showed that consumers seek a match between
their beliefs and those exemplified by the organization. According to the survey,
an overwhelming 72 percent of respondents indicated that they purchase goods
and services from companies with beliefs similar to theirs in terms of
environmental preservation and child labor.26 By choosing brands that align
with their values, consumers are voting with their pocketbooks. Modern
consumers are more than willing to take their business elsewhere if they
perceive a disconnect between their values and those of the organization, and
they will likely share their sentiments on social media.
Economic theory suggests that consumers seek to maximize utility (the total
satisfaction received from consuming a product or service) at the lowest cost
possible, so it follows that firms that have higher costs of production will be
driven out of the market. Recently, more and more firms have started using
“ethical” labels as a means of product differentiation, a marketing strategy in
which a brand identifies the one thing that makes it genuinely different from
competitors and then leverages that notion in its branding and messaging. But
what does this look like in action? Let’s take a quick look at one popular brand
that honed its differentiation strategy and succeeded as a result. Like many fast-
food chains, Chipotle (see Figure 3.13) focuses on the quality of its ingredients
above all else. One of the brand’s hallmarks is that it works with family farmers
within a 130-mile radius of each of its locations and attempts whenever possible
to source local and sustainably raised ingredients. Additionally, Chipotle
eliminated genetically modified (GMO) foods from its menu, citing public
concerns about the safety of genetically modified ingredients.
Are You an Ethical Consumer? At its most basic level, being an ethical
consumer simply means choosing goods that are ethically sourced, produced,
and distributed. Ethical consumerism has become something of a buzzword
over the last decade, and organizations are taking notice of consumers’
expectations in terms of social and environmental practices. Consider some
statistics to better understand how consumers put ethical consumerism in
practice: • According to a Statista poll, 90 percent of US survey respondents
indicated that they would boycott a brand if they discovered that the company
was engaged in irresponsible business practices.24 • Research from Mintel, a
market research firm, indicates that 56 percent of US consumers indicate that
they would no longer do business with organizations they believe to be
unethical.25 • A recent survey showed that consumers seek a match between
their beliefs and those exemplified by the organization. According to the survey,
an overwhelming 72 percent of respondents indicated that they purchase goods
and services from companies with beliefs similar to theirs in terms of
environmental preservation and child labor.26 By choosing brands that align
with their values, consumers are voting with their pocketbooks. Modern
consumers are more than willing to take their business elsewhere if they
perceive a disconnect between their values and those of the organization, and
they will likely share their sentiments on social media.
Economic theory suggests that consumers seek to maximize utility (the total
satisfaction received from consuming a product or service) at the lowest cost
possible, so it follows that firms that have higher costs of production will be
driven out of the market. Recently, more and more firms have started using
“ethical” labels as a means of product differentiation, a marketing strategy in
which a brand identifies the one thing that makes it genuinely different from
competitors and then leverages that notion in its branding and messaging. But
what does this look like in action? Let’s take a quick look at one popular brand
that honed its differentiation strategy and succeeded as a result. Like many fast-
food chains, Chipotle (see Figure 3.13) focuses on the quality of its ingredients
above all else. One of the brand’s hallmarks is that it works with family farmers
within a 130-mile radius of each of its locations and attempts whenever possible
to source local and sustainably raised ingredients. Additionally, Chipotle
eliminated genetically modified (GMO) foods from its menu, citing public
concerns about the safety of genetically modified ingredients.
Are You an Ethical Consumer? At its most basic level, being an ethical
consumer simply means choosing goods that are ethically sourced, produced,
and distributed. Ethical consumerism has become something of a buzzword
over the last decade, and organizations are taking notice of consumers’
expectations in terms of social and environmental practices. Consider some
statistics to better understand how consumers put ethical consumerism in
practice: • According to a Statista poll, 90 percent of US survey respondents
indicated that they would boycott a brand if they discovered that the company
was engaged in irresponsible business practices.24 • Research from Mintel, a
market research firm, indicates that 56 percent of US consumers indicate that
they would no longer do business with organizations they believe to be
unethical.25 • A recent survey showed that consumers seek a match between
their beliefs and those exemplified by the organization. According to the survey,
an overwhelming 72 percent of respondents indicated that they purchase goods
and services from companies with beliefs similar to theirs in terms of
environmental preservation and child labor.26 By choosing brands that align
with their values, consumers are voting with their pocketbooks. Modern
consumers are more than willing to take their business elsewhere if they
perceive a disconnect between their values and those of the organization, and
they will likely share their sentiments on social media.
Economic theory suggests that consumers seek to maximize utility (the total
satisfaction received from consuming a product or service) at the lowest cost
possible, so it follows that firms that have higher costs of production will be
driven out of the market. Recently, more and more firms have started using
“ethical” labels as a means of product differentiation, a marketing strategy in
which a brand identifies the one thing that makes it genuinely different from
competitors and then leverages that notion in its branding and messaging. But
what does this look like in action? Let’s take a quick look at one popular brand
that honed its differentiation strategy and succeeded as a result. Like many fast-
food chains, Chipotle (see Figure 3.13) focuses on the quality of its ingredients
above all else. One of the brand’s hallmarks is that it works with family farmers
within a 130-mile radius of each of its locations and attempts whenever possible
to source local and sustainably raised ingredients. Additionally, Chipotle
eliminated genetically modified (GMO) foods from its menu, citing public
concerns about the safety of genetically modified ingredients.
Are You an Ethical Consumer? At its most basic level, being an ethical
consumer simply means choosing goods that are ethically sourced, produced,
and distributed. Ethical consumerism has become something of a buzzword
over the last decade, and organizations are taking notice of consumers’
expectations in terms of social and environmental practices. Consider some
statistics to better understand how consumers put ethical consumerism in
practice: • According to a Statista poll, 90 percent of US survey respondents
indicated that they would boycott a brand if they discovered that the company
was engaged in irresponsible business practices.24 • Research from Mintel, a
market research firm, indicates that 56 percent of US consumers indicate that
they would no longer do business with organizations they believe to be
unethical.25 • A recent survey showed that consumers seek a match between
their beliefs and those exemplified by the organization. According to the survey,
an overwhelming 72 percent of respondents indicated that they purchase goods
and services from companies with beliefs similar to theirs in terms of
environmental preservation and child labor.26 By choosing brands that align
with their values, consumers are voting with their pocketbooks. Modern
consumers are more than willing to take their business elsewhere if they
perceive a disconnect between their values and those of the organization, and
they will likely share their sentiments on social media.
Economic theory suggests that consumers seek to maximize utility (the total
satisfaction received from consuming a product or service) at the lowest cost
possible, so it follows that firms that have higher costs of production will be
driven out of the market. Recently, more and more firms have started using
“ethical” labels as a means of product differentiation, a marketing strategy in
which a brand identifies the one thing that makes it genuinely different from
competitors and then leverages that notion in its branding and messaging. But
what does this look like in action? Let’s take a quick look at one popular brand
that honed its differentiation strategy and succeeded as a result. Like many fast-
food chains, Chipotle (see Figure 3.13) focuses on the quality of its ingredients
above all else. One of the brand’s hallmarks is that it works with family farmers
within a 130-mile radius of each of its locations and attempts whenever possible
to source local and sustainably raised ingredients. Additionally, Chipotle
eliminated genetically modified (GMO) foods from its menu, citing public
concerns about the safety of genetically modified ingredients.
Are You an Ethical Consumer? At its most basic level, being an ethical
consumer simply means choosing goods that are ethically sourced, produced,
and distributed. Ethical consumerism has become something of a buzzword
over the last decade, and organizations are taking notice of consumers’
expectations in terms of social and environmental practices. Consider some
statistics to better understand how consumers put ethical consumerism in
practice: • According to a Statista poll, 90 percent of US survey respondents
indicated that they would boycott a brand if they discovered that the company
was engaged in irresponsible business practices.24 • Research from Mintel, a
market research firm, indicates that 56 percent of US consumers indicate that
they would no longer do business with organizations they believe to be
unethical.25 • A recent survey showed that consumers seek a match between
their beliefs and those exemplified by the organization. According to the survey,
an overwhelming 72 percent of respondents indicated that they purchase goods
and services from companies with beliefs similar to theirs in terms of
environmental preservation and child labor.26 By choosing brands that align
with their values, consumers are voting with their pocketbooks. Modern
consumers are more than willing to take their business elsewhere if they
perceive a disconnect between their values and those of the organization, and
they will likely share their sentiments on social media.
Economic theory suggests that consumers seek to maximize utility (the total
satisfaction received from consuming a product or service) at the lowest cost
possible, so it follows that firms that have higher costs of production will be
driven out of the market. Recently, more and more firms have started using
“ethical” labels as a means of product differentiation, a marketing strategy in
which a brand identifies the one thing that makes it genuinely different from
competitors and then leverages that notion in its branding and messaging. But
what does this look like in action? Let’s take a quick look at one popular brand
that honed its differentiation strategy and succeeded as a result. Like many fast-
food chains, Chipotle (see Figure 3.13) focuses on the quality of its ingredients
above all else. One of the brand’s hallmarks is that it works with family farmers
within a 130-mile radius of each of its locations and attempts whenever possible
to source local and sustainably raised ingredients. Additionally, Chipotle
eliminated genetically modified (GMO) foods from its menu, citing public
concerns about the safety of genetically modified ingredients.
Are You an Ethical Consumer? At its most basic level, being an ethical
consumer simply means choosing goods that are ethically sourced, produced,
and distributed. Ethical consumerism has become something of a buzzword
over the last decade, and organizations are taking notice of consumers’
expectations in terms of social and environmental practices. Consider some
statistics to better understand how consumers put ethical consumerism in
practice: • According to a Statista poll, 90 percent of US survey respondents
indicated that they would boycott a brand if they discovered that the company
was engaged in irresponsible business practices.24 • Research from Mintel, a
market research firm, indicates that 56 percent of US consumers indicate that
they would no longer do business with organizations they believe to be
unethical.25 • A recent survey showed that consumers seek a match between
their beliefs and those exemplified by the organization. According to the survey,
an overwhelming 72 percent of respondents indicated that they purchase goods
and services from companies with beliefs similar to theirs in terms of
environmental preservation and child labor.26 By choosing brands that align
with their values, consumers are voting with their pocketbooks. Modern
consumers are more than willing to take their business elsewhere if they
perceive a disconnect between their values and those of the organization, and
they will likely share their sentiments on social media.
Economic theory suggests that consumers seek to maximize utility (the total
satisfaction received from consuming a product or service) at the lowest cost
possible, so it follows that firms that have higher costs of production will be
driven out of the market. Recently, more and more firms have started using
“ethical” labels as a means of product differentiation, a marketing strategy in
which a brand identifies the one thing that makes it genuinely different from
competitors and then leverages that notion in its branding and messaging. But
what does this look like in action? Let’s take a quick look at one popular brand
that honed its differentiation strategy and succeeded as a result. Like many fast-
food chains, Chipotle (see Figure 3.13) focuses on the quality of its ingredients
above all else. One of the brand’s hallmarks is that it works with family farmers
within a 130-mile radius of each of its locations and attempts whenever possible
to source local and sustainably raised ingredients. Additionally, Chipotle
eliminated genetically modified (GMO) foods from its menu, citing public
concerns about the safety of genetically modified ingredients.
Are You an Ethical Consumer? At its most basic level, being an ethical
consumer simply means choosing goods that are ethically sourced, produced,
and distributed. Ethical consumerism has become something of a buzzword
over the last decade, and organizations are taking notice of consumers’
expectations in terms of social and environmental practices. Consider some
statistics to better understand how consumers put ethical consumerism in
practice: • According to a Statista poll, 90 percent of US survey respondents
indicated that they would boycott a brand if they discovered that the company
was engaged in irresponsible business practices.24 • Research from Mintel, a
market research firm, indicates that 56 percent of US consumers indicate that
they would no longer do business with organizations they believe to be
unethical.25 • A recent survey showed that consumers seek a match between
their beliefs and those exemplified by the organization. According to the survey,
an overwhelming 72 percent of respondents indicated that they purchase goods
and services from companies with beliefs similar to theirs in terms of
environmental preservation and child labor.26 By choosing brands that align
with their values, consumers are voting with their pocketbooks. Modern
consumers are more than willing to take their business elsewhere if they
perceive a disconnect between their values and those of the organization, and
they will likely share their sentiments on social media.
Economic theory suggests that consumers seek to maximize utility (the total
satisfaction received from consuming a product or service) at the lowest cost
possible, so it follows that firms that have higher costs of production will be
driven out of the market. Recently, more and more firms have started using
“ethical” labels as a means of product differentiation, a marketing strategy in
which a brand identifies the one thing that makes it genuinely different from
competitors and then leverages that notion in its branding and messaging. But
what does this look like in action? Let’s take a quick look at one popular brand
that honed its differentiation strategy and succeeded as a result. Like many fast-
food chains, Chipotle (see Figure 3.13) focuses on the quality of its ingredients
above all else. One of the brand’s hallmarks is that it works with family farmers
within a 130-mile radius of each of its locations and attempts whenever possible
to source local and sustainably raised ingredients. Additionally, Chipotle
eliminated genetically modified (GMO) foods from its menu, citing public
concerns about the safety of genetically modified ingredients.
Are You an Ethical Consumer? At its most basic level, being an ethical
consumer simply means choosing goods that are ethically sourced, produced,
and distributed. Ethical consumerism has become something of a buzzword
over the last decade, and organizations are taking notice of consumers’
expectations in terms of social and environmental practices. Consider some
statistics to better understand how consumers put ethical consumerism in
practice: • According to a Statista poll, 90 percent of US survey respondents
indicated that they would boycott a brand if they discovered that the company
was engaged in irresponsible business practices.24 • Research from Mintel, a
market research firm, indicates that 56 percent of US consumers indicate that
they would no longer do business with organizations they believe to be
unethical.25 • A recent survey showed that consumers seek a match between
their beliefs and those exemplified by the organization. According to the survey,
an overwhelming 72 percent of respondents indicated that they purchase goods
and services from companies with beliefs similar to theirs in terms of
environmental preservation and child labor.26 By choosing brands that align
with their values, consumers are voting with their pocketbooks. Modern
consumers are more than willing to take their business elsewhere if they
perceive a disconnect between their values and those of the organization, and
they will likely share their sentiments on social media.
Economic theory suggests that consumers seek to maximize utility (the total
satisfaction received from consuming a product or service) at the lowest cost
possible, so it follows that firms that have higher costs of production will be
driven out of the market. Recently, more and more firms have started using
“ethical” labels as a means of product differentiation, a marketing strategy in
which a brand identifies the one thing that makes it genuinely different from
competitors and then leverages that notion in its branding and messaging. But
what does this look like in action? Let’s take a quick look at one popular brand
that honed its differentiation strategy and succeeded as a result. Like many fast-
food chains, Chipotle (see Figure 3.13) focuses on the quality of its ingredients
above all else. One of the brand’s hallmarks is that it works with family farmers
within a 130-mile radius of each of its locations and attempts whenever possible
to source local and sustainably raised ingredients. Additionally, Chipotle
eliminated genetically modified (GMO) foods from its menu, citing public
concerns about the safety of genetically modified ingredients.
Are You an Ethical Consumer? At its most basic level, being an ethical
consumer simply means choosing goods that are ethically sourced, produced,
and distributed. Ethical consumerism has become something of a buzzword
over the last decade, and organizations are taking notice of consumers’
expectations in terms of social and environmental practices. Consider some
statistics to better understand how consumers put ethical consumerism in
practice: • According to a Statista poll, 90 percent of US survey respondents
indicated that they would boycott a brand if they discovered that the company
was engaged in irresponsible business practices.24 • Research from Mintel, a
market research firm, indicates that 56 percent of US consumers indicate that
they would no longer do business with organizations they believe to be
unethical.25 • A recent survey showed that consumers seek a match between
their beliefs and those exemplified by the organization. According to the survey,
an overwhelming 72 percent of respondents indicated that they purchase goods
and services from companies with beliefs similar to theirs in terms of
environmental preservation and child labor.26 By choosing brands that align
with their values, consumers are voting with their pocketbooks. Modern
consumers are more than willing to take their business elsewhere if they
perceive a disconnect between their values and those of the organization, and
they will likely share their sentiments on social media.
Economic theory suggests that consumers seek to maximize utility (the total
satisfaction received from consuming a product or service) at the lowest cost
possible, so it follows that firms that have higher costs of production will be
driven out of the market. Recently, more and more firms have started using
“ethical” labels as a means of product differentiation, a marketing strategy in
which a brand identifies the one thing that makes it genuinely different from
competitors and then leverages that notion in its branding and messaging. But
what does this look like in action? Let’s take a quick look at one popular brand
that honed its differentiation strategy and succeeded as a result. Like many fast-
food chains, Chipotle (see Figure 3.13) focuses on the quality of its ingredients
above all else. One of the brand’s hallmarks is that it works with family farmers
within a 130-mile radius of each of its locations and attempts whenever possible
to source local and sustainably raised ingredients. Additionally, Chipotle
eliminated genetically modified (GMO) foods from its menu, citing public
concerns about the safety of genetically modified ingredients.
Are You an Ethical Consumer? At its most basic level, being an ethical
consumer simply means choosing goods that are ethically sourced, produced,
and distributed. Ethical consumerism has become something of a buzzword
over the last decade, and organizations are taking notice of consumers’
expectations in terms of social and environmental practices. Consider some
statistics to better understand how consumers put ethical consumerism in
practice: • According to a Statista poll, 90 percent of US survey respondents
indicated that they would boycott a brand if they discovered that the company
was engaged in irresponsible business practices.24 • Research from Mintel, a
market research firm, indicates that 56 percent of US consumers indicate that
they would no longer do business with organizations they believe to be
unethical.25 • A recent survey showed that consumers seek a match between
their beliefs and those exemplified by the organization. According to the survey,
an overwhelming 72 percent of respondents indicated that they purchase goods
and services from companies with beliefs similar to theirs in terms of
environmental preservation and child labor.26 By choosing brands that align
with their values, consumers are voting with their pocketbooks. Modern
consumers are more than willing to take their business elsewhere if they
perceive a disconnect between their values and those of the organization, and
they will likely share their sentiments on social media.
Economic theory suggests that consumers seek to maximize utility (the total
satisfaction received from consuming a product or service) at the lowest cost
possible, so it follows that firms that have higher costs of production will be
driven out of the market. Recently, more and more firms have started using
“ethical” labels as a means of product differentiation, a marketing strategy in
which a brand identifies the one thing that makes it genuinely different from
competitors and then leverages that notion in its branding and messaging. But
what does this look like in action? Let’s take a quick look at one popular brand
that honed its differentiation strategy and succeeded as a result. Like many fast-
food chains, Chipotle (see Figure 3.13) focuses on the quality of its ingredients
above all else. One of the brand’s hallmarks is that it works with family farmers
within a 130-mile radius of each of its locations and attempts whenever possible
to source local and sustainably raised ingredients. Additionally, Chipotle
eliminated genetically modified (GMO) foods from its menu, citing public
concerns about the safety of genetically modified ingredients.
Are You an Ethical Consumer? At its most basic level, being an ethical
consumer simply means choosing goods that are ethically sourced, produced,
and distributed. Ethical consumerism has become something of a buzzword
over the last decade, and organizations are taking notice of consumers’
expectations in terms of social and environmental practices. Consider some
statistics to better understand how consumers put ethical consumerism in
practice: • According to a Statista poll, 90 percent of US survey respondents
indicated that they would boycott a brand if they discovered that the company
was engaged in irresponsible business practices.24 • Research from Mintel, a
market research firm, indicates that 56 percent of US consumers indicate that
they would no longer do business with organizations they believe to be
unethical.25 • A recent survey showed that consumers seek a match between
their beliefs and those exemplified by the organization. According to the survey,
an overwhelming 72 percent of respondents indicated that they purchase goods
and services from companies with beliefs similar to theirs in terms of
environmental preservation and child labor.26 By choosing brands that align
with their values, consumers are voting with their pocketbooks. Modern
consumers are more than willing to take their business elsewhere if they
perceive a disconnect between their values and those of the organization, and
they will likely share their sentiments on social media.
Economic theory suggests that consumers seek to maximize utility (the total
satisfaction received from consuming a product or service) at the lowest cost
possible, so it follows that firms that have higher costs of production will be
driven out of the market. Recently, more and more firms have started using
“ethical” labels as a means of product differentiation, a marketing strategy in
which a brand identifies the one thing that makes it genuinely different from
competitors and then leverages that notion in its branding and messaging. But
what does this look like in action? Let’s take a quick look at one popular brand
that honed its differentiation strategy and succeeded as a result. Like many fast-
food chains, Chipotle (see Figure 3.13) focuses on the quality of its ingredients
above all else. One of the brand’s hallmarks is that it works with family farmers
within a 130-mile radius of each of its locations and attempts whenever possible
to source local and sustainably raised ingredients. Additionally, Chipotle
eliminated genetically modified (GMO) foods from its menu, citing public
concerns about the safety of genetically modified ingredients.
Are You an Ethical Consumer? At its most basic level, being an ethical
consumer simply means choosing goods that are ethically sourced, produced,
and distributed. Ethical consumerism has become something of a buzzword
over the last decade, and organizations are taking notice of consumers’
expectations in terms of social and environmental practices. Consider some
statistics to better understand how consumers put ethical consumerism in
practice: • According to a Statista poll, 90 percent of US survey respondents
indicated that they would boycott a brand if they discovered that the company
was engaged in irresponsible business practices.24 • Research from Mintel, a
market research firm, indicates that 56 percent of US consumers indicate that
they would no longer do business with organizations they believe to be
unethical.25 • A recent survey showed that consumers seek a match between
their beliefs and those exemplified by the organization. According to the survey,
an overwhelming 72 percent of respondents indicated that they purchase goods
and services from companies with beliefs similar to theirs in terms of
environmental preservation and child labor.26 By choosing brands that align
with their values, consumers are voting with their pocketbooks. Modern
consumers are more than willing to take their business elsewhere if they
perceive a disconnect between their values and those of the organization, and
they will likely share their sentiments on social media.
Economic theory suggests that consumers seek to maximize utility (the total
satisfaction received from consuming a product or service) at the lowest cost
possible, so it follows that firms that have higher costs of production will be
driven out of the market. Recently, more and more firms have started using
“ethical” labels as a means of product differentiation, a marketing strategy in
which a brand identifies the one thing that makes it genuinely different from
competitors and then leverages that notion in its branding and messaging. But
what does this look like in action? Let’s take a quick look at one popular brand
that honed its differentiation strategy and succeeded as a result. Like many fast-
food chains, Chipotle (see Figure 3.13) focuses on the quality of its ingredients
above all else. One of the brand’s hallmarks is that it works with family farmers
within a 130-mile radius of each of its locations and attempts whenever possible
to source local and sustainably raised ingredients. Additionally, Chipotle
eliminated genetically modified (GMO) foods from its menu, citing public
concerns about the safety of genetically modified ingredients.
Are You an Ethical Consumer? At its most basic level, being an ethical
consumer simply means choosing goods that are ethically sourced, produced,
and distributed. Ethical consumerism has become something of a buzzword
over the last decade, and organizations are taking notice of consumers’
expectations in terms of social and environmental practices. Consider some
statistics to better understand how consumers put ethical consumerism in
practice: • According to a Statista poll, 90 percent of US survey respondents
indicated that they would boycott a brand if they discovered that the company
was engaged in irresponsible business practices.24 • Research from Mintel, a
market research firm, indicates that 56 percent of US consumers indicate that
they would no longer do business with organizations they believe to be
unethical.25 • A recent survey showed that consumers seek a match between
their beliefs and those exemplified by the organization. According to the survey,
an overwhelming 72 percent of respondents indicated that they purchase goods
and services from companies with beliefs similar to theirs in terms of
environmental preservation and child labor.26 By choosing brands that align
with their values, consumers are voting with their pocketbooks. Modern
consumers are more than willing to take their business elsewhere if they
perceive a disconnect between their values and those of the organization, and
they will likely share their sentiments on social media.
Economic theory suggests that consumers seek to maximize utility (the total
satisfaction received from consuming a product or service) at the lowest cost
possible, so it follows that firms that have higher costs of production will be
driven out of the market. Recently, more and more firms have started using
“ethical” labels as a means of product differentiation, a marketing strategy in
which a brand identifies the one thing that makes it genuinely different from
competitors and then leverages that notion in its branding and messaging. But
what does this look like in action? Let’s take a quick look at one popular brand
that honed its differentiation strategy and succeeded as a result. Like many fast-
food chains, Chipotle (see Figure 3.13) focuses on the quality of its ingredients
above all else. One of the brand’s hallmarks is that it works with family farmers
within a 130-mile radius of each of its locations and attempts whenever possible
to source local and sustainably raised ingredients. Additionally, Chipotle
eliminated genetically modified (GMO) foods from its menu, citing public
concerns about the safety of genetically modified ingredients.
Are You an Ethical Consumer? At its most basic level, being an ethical
consumer simply means choosing goods that are ethically sourced, produced,
and distributed. Ethical consumerism has become something of a buzzword
over the last decade, and organizations are taking notice of consumers’
expectations in terms of social and environmental practices. Consider some
statistics to better understand how consumers put ethical consumerism in
practice: • According to a Statista poll, 90 percent of US survey respondents
indicated that they would boycott a brand if they discovered that the company
was engaged in irresponsible business practices.24 • Research from Mintel, a
market research firm, indicates that 56 percent of US consumers indicate that
they would no longer do business with organizations they believe to be
unethical.25 • A recent survey showed that consumers seek a match between
their beliefs and those exemplified by the organization. According to the survey,
an overwhelming 72 percent of respondents indicated that they purchase goods
and services from companies with beliefs similar to theirs in terms of
environmental preservation and child labor.26 By choosing brands that align
with their values, consumers are voting with their pocketbooks. Modern
consumers are more than willing to take their business elsewhere if they
perceive a disconnect between their values and those of the organization, and
they will likely share their sentiments on social media.
Economic theory suggests that consumers seek to maximize utility (the total
satisfaction received from consuming a product or service) at the lowest cost
possible, so it follows that firms that have higher costs of production will be
driven out of the market. Recently, more and more firms have started using
“ethical” labels as a means of product differentiation, a marketing strategy in
which a brand identifies the one thing that makes it genuinely different from
competitors and then leverages that notion in its branding and messaging. But
what does this look like in action? Let’s take a quick look at one popular brand
that honed its differentiation strategy and succeeded as a result. Like many fast-
food chains, Chipotle (see Figure 3.13) focuses on the quality of its ingredients
above all else. One of the brand’s hallmarks is that it works with family farmers
within a 130-mile radius of each of its locations and attempts whenever possible
to source local and sustainably raised ingredients. Additionally, Chipotle
eliminated genetically modified (GMO) foods from its menu, citing public
concerns about the safety of genetically modified ingredients.
Are You an Ethical Consumer? At its most basic level, being an ethical
consumer simply means choosing goods that are ethically sourced, produced,
and distributed. Ethical consumerism has become something of a buzzword
over the last decade, and organizations are taking notice of consumers’
expectations in terms of social and environmental practices. Consider some
statistics to better understand how consumers put ethical consumerism in
practice: • According to a Statista poll, 90 percent of US survey respondents
indicated that they would boycott a brand if they discovered that the company
was engaged in irresponsible business practices.24 • Research from Mintel, a
market research firm, indicates that 56 percent of US consumers indicate that
they would no longer do business with organizations they believe to be
unethical.25 • A recent survey showed that consumers seek a match between
their beliefs and those exemplified by the organization. According to the survey,
an overwhelming 72 percent of respondents indicated that they purchase goods
and services from companies with beliefs similar to theirs in terms of
environmental preservation and child labor.26 By choosing brands that align
with their values, consumers are voting with their pocketbooks. Modern
consumers are more than willing to take their business elsewhere if they
perceive a disconnect between their values and those of the organization, and
they will likely share their sentiments on social media.
Economic theory suggests that consumers seek to maximize utility (the total
satisfaction received from consuming a product or service) at the lowest cost
possible, so it follows that firms that have higher costs of production will be
driven out of the market. Recently, more and more firms have started using
“ethical” labels as a means of product differentiation, a marketing strategy in
which a brand identifies the one thing that makes it genuinely different from
competitors and then leverages that notion in its branding and messaging. But
what does this look like in action? Let’s take a quick look at one popular brand
that honed its differentiation strategy and succeeded as a result. Like many fast-
food chains, Chipotle (see Figure 3.13) focuses on the quality of its ingredients
above all else. One of the brand’s hallmarks is that it works with family farmers
within a 130-mile radius of each of its locations and attempts whenever possible
to source local and sustainably raised ingredients. Additionally, Chipotle
eliminated genetically modified (GMO) foods from its menu, citing public
concerns about the safety of genetically modified ingredients.
Are You an Ethical Consumer? At its most basic level, being an ethical
consumer simply means choosing goods that are ethically sourced, produced,
and distributed. Ethical consumerism has become something of a buzzword
over the last decade, and organizations are taking notice of consumers’
expectations in terms of social and environmental practices. Consider some
statistics to better understand how consumers put ethical consumerism in
practice: • According to a Statista poll, 90 percent of US survey respondents
indicated that they would boycott a brand if they discovered that the company
was engaged in irresponsible business practices.24 • Research from Mintel, a
market research firm, indicates that 56 percent of US consumers indicate that
they would no longer do business with organizations they believe to be
unethical.25 • A recent survey showed that consumers seek a match between
their beliefs and those exemplified by the organization. According to the survey,
an overwhelming 72 percent of respondents indicated that they purchase goods
and services from companies with beliefs similar to theirs in terms of
environmental preservation and child labor.26 By choosing brands that align
with their values, consumers are voting with their pocketbooks. Modern
consumers are more than willing to take their business elsewhere if they
perceive a disconnect between their values and those of the organization, and
they will likely share their sentiments on social media.
Economic theory suggests that consumers seek to maximize utility (the total
satisfaction received from consuming a product or service) at the lowest cost
possible, so it follows that firms that have higher costs of production will be
driven out of the market. Recently, more and more firms have started using
“ethical” labels as a means of product differentiation, a marketing strategy in
which a brand identifies the one thing that makes it genuinely different from
competitors and then leverages that notion in its branding and messaging. But
what does this look like in action? Let’s take a quick look at one popular brand
that honed its differentiation strategy and succeeded as a result. Like many fast-
food chains, Chipotle (see Figure 3.13) focuses on the quality of its ingredients
above all else. One of the brand’s hallmarks is that it works with family farmers
within a 130-mile radius of each of its locations and attempts whenever possible
to source local and sustainably raised ingredients. Additionally, Chipotle
eliminated genetically modified (GMO) foods from its menu, citing public
concerns about the safety of genetically modified ingredients.
Are You an Ethical Consumer? At its most basic level, being an ethical
consumer simply means choosing goods that are ethically sourced, produced,
and distributed. Ethical consumerism has become something of a buzzword
over the last decade, and organizations are taking notice of consumers’
expectations in terms of social and environmental practices. Consider some
statistics to better understand how consumers put ethical consumerism in
practice: • According to a Statista poll, 90 percent of US survey respondents
indicated that they would boycott a brand if they discovered that the company
was engaged in irresponsible business practices.24 • Research from Mintel, a
market research firm, indicates that 56 percent of US consumers indicate that
they would no longer do business with organizations they believe to be
unethical.25 • A recent survey showed that consumers seek a match between
their beliefs and those exemplified by the organization. According to the survey,
an overwhelming 72 percent of respondents indicated that they purchase goods
and services from companies with beliefs similar to theirs in terms of
environmental preservation and child labor.26 By choosing brands that align
with their values, consumers are voting with their pocketbooks. Modern
consumers are more than willing to take their business elsewhere if they
perceive a disconnect between their values and those of the organization, and
they will likely share their sentiments on social media.
Economic theory suggests that consumers seek to maximize utility (the total
satisfaction received from consuming a product or service) at the lowest cost
possible, so it follows that firms that have higher costs of production will be
driven out of the market. Recently, more and more firms have started using
“ethical” labels as a means of product differentiation, a marketing strategy in
which a brand identifies the one thing that makes it genuinely different from
competitors and then leverages that notion in its branding and messaging. But
what does this look like in action? Let’s take a quick look at one popular brand
that honed its differentiation strategy and succeeded as a result. Like many fast-
food chains, Chipotle (see Figure 3.13) focuses on the quality of its ingredients
above all else. One of the brand’s hallmarks is that it works with family farmers
within a 130-mile radius of each of its locations and attempts whenever possible
to source local and sustainably raised ingredients. Additionally, Chipotle
eliminated genetically modified (GMO) foods from its menu, citing public
concerns about the safety of genetically modified ingredients.
Are You an Ethical Consumer? At its most basic level, being an ethical
consumer simply means choosing goods that are ethically sourced, produced,
and distributed. Ethical consumerism has become something of a buzzword
over the last decade, and organizations are taking notice of consumers’
expectations in terms of social and environmental practices. Consider some
statistics to better understand how consumers put ethical consumerism in
practice: • According to a Statista poll, 90 percent of US survey respondents
indicated that they would boycott a brand if they discovered that the company
was engaged in irresponsible business practices.24 • Research from Mintel, a
market research firm, indicates that 56 percent of US consumers indicate that
they would no longer do business with organizations they believe to be
unethical.25 • A recent survey showed that consumers seek a match between
their beliefs and those exemplified by the organization. According to the survey,
an overwhelming 72 percent of respondents indicated that they purchase goods
and services from companies with beliefs similar to theirs in terms of
environmental preservation and child labor.26 By choosing brands that align
with their values, consumers are voting with their pocketbooks. Modern
consumers are more than willing to take their business elsewhere if they
perceive a disconnect between their values and those of the organization, and
they will likely share their sentiments on social media.
Economic theory suggests that consumers seek to maximize utility (the total
satisfaction received from consuming a product or service) at the lowest cost
possible, so it follows that firms that have higher costs of production will be
driven out of the market. Recently, more and more firms have started using
“ethical” labels as a means of product differentiation, a marketing strategy in
which a brand identifies the one thing that makes it genuinely different from
competitors and then leverages that notion in its branding and messaging. But
what does this look like in action? Let’s take a quick look at one popular brand
that honed its differentiation strategy and succeeded as a result. Like many fast-
food chains, Chipotle (see Figure 3.13) focuses on the quality of its ingredients
above all else. One of the brand’s hallmarks is that it works with family farmers
within a 130-mile radius of each of its locations and attempts whenever possible
to source local and sustainably raised ingredients. Additionally, Chipotle
eliminated genetically modified (GMO) foods from its menu, citing public
concerns about the safety of genetically modified ingredients.
Are You an Ethical Consumer? At its most basic level, being an ethical
consumer simply means choosing goods that are ethically sourced, produced,
and distributed. Ethical consumerism has become something of a buzzword
over the last decade, and organizations are taking notice of consumers’
expectations in terms of social and environmental practices. Consider some
statistics to better understand how consumers put ethical consumerism in
practice: • According to a Statista poll, 90 percent of US survey respondents
indicated that they would boycott a brand if they discovered that the company
was engaged in irresponsible business practices.24 • Research from Mintel, a
market research firm, indicates that 56 percent of US consumers indicate that
they would no longer do business with organizations they believe to be
unethical.25 • A recent survey showed that consumers seek a match between
their beliefs and those exemplified by the organization. According to the survey,
an overwhelming 72 percent of respondents indicated that they purchase goods
and services from companies with beliefs similar to theirs in terms of
environmental preservation and child labor.26 By choosing brands that align
with their values, consumers are voting with their pocketbooks. Modern
consumers are more than willing to take their business elsewhere if they
perceive a disconnect between their values and those of the organization, and
they will likely share their sentiments on social media.
Economic theory suggests that consumers seek to maximize utility (the total
satisfaction received from consuming a product or service) at the lowest cost
possible, so it follows that firms that have higher costs of production will be
driven out of the market. Recently, more and more firms have started using
“ethical” labels as a means of product differentiation, a marketing strategy in
which a brand identifies the one thing that makes it genuinely different from
competitors and then leverages that notion in its branding and messaging. But
what does this look like in action? Let’s take a quick look at one popular brand
that honed its differentiation strategy and succeeded as a result. Like many fast-
food chains, Chipotle (see Figure 3.13) focuses on the quality of its ingredients
above all else. One of the brand’s hallmarks is that it works with family farmers
within a 130-mile radius of each of its locations and attempts whenever possible
to source local and sustainably raised ingredients. Additionally, Chipotle
eliminated genetically modified (GMO) foods from its menu, citing public
concerns about the safety of genetically modified ingredients.
Are You an Ethical Consumer? At its most basic level, being an ethical
consumer simply means choosing goods that are ethically sourced, produced,
and distributed. Ethical consumerism has become something of a buzzword
over the last decade, and organizations are taking notice of consumers’
expectations in terms of social and environmental practices. Consider some
statistics to better understand how consumers put ethical consumerism in
practice: • According to a Statista poll, 90 percent of US survey respondents
indicated that they would boycott a brand if they discovered that the company
was engaged in irresponsible business practices.24 • Research from Mintel, a
market research firm, indicates that 56 percent of US consumers indicate that
they would no longer do business with organizations they believe to be
unethical.25 • A recent survey showed that consumers seek a match between
their beliefs and those exemplified by the organization. According to the survey,
an overwhelming 72 percent of respondents indicated that they purchase goods
and services from companies with beliefs similar to theirs in terms of
environmental preservation and child labor.26 By choosing brands that align
with their values, consumers are voting with their pocketbooks. Modern
consumers are more than willing to take their business elsewhere if they
perceive a disconnect between their values and those of the organization, and
they will likely share their sentiments on social media.
Economic theory suggests that consumers seek to maximize utility (the total
satisfaction received from consuming a product or service) at the lowest cost
possible, so it follows that firms that have higher costs of production will be
driven out of the market. Recently, more and more firms have started using
“ethical” labels as a means of product differentiation, a marketing strategy in
which a brand identifies the one thing that makes it genuinely different from
competitors and then leverages that notion in its branding and messaging. But
what does this look like in action? Let’s take a quick look at one popular brand
that honed its differentiation strategy and succeeded as a result. Like many fast-
food chains, Chipotle (see Figure 3.13) focuses on the quality of its ingredients
above all else. One of the brand’s hallmarks is that it works with family farmers
within a 130-mile radius of each of its locations and attempts whenever possible
to source local and sustainably raised ingredients. Additionally, Chipotle
eliminated genetically modified (GMO) foods from its menu, citing public
concerns about the safety of genetically modified ingredients.
Are You an Ethical Consumer? At its most basic level, being an ethical
consumer simply means choosing goods that are ethically sourced, produced,
and distributed. Ethical consumerism has become something of a buzzword
over the last decade, and organizations are taking notice of consumers’
expectations in terms of social and environmental practices. Consider some
statistics to better understand how consumers put ethical consumerism in
practice: • According to a Statista poll, 90 percent of US survey respondents
indicated that they would boycott a brand if they discovered that the company
was engaged in irresponsible business practices.24 • Research from Mintel, a
market research firm, indicates that 56 percent of US consumers indicate that
they would no longer do business with organizations they believe to be
unethical.25 • A recent survey showed that consumers seek a match between
their beliefs and those exemplified by the organization. According to the survey,
an overwhelming 72 percent of respondents indicated that they purchase goods
and services from companies with beliefs similar to theirs in terms of
environmental preservation and child labor.26 By choosing brands that align
with their values, consumers are voting with their pocketbooks. Modern
consumers are more than willing to take their business elsewhere if they
perceive a disconnect between their values and those of the organization, and
they will likely share their sentiments on social media.
Economic theory suggests that consumers seek to maximize utility (the total
satisfaction received from consuming a product or service) at the lowest cost
possible, so it follows that firms that have higher costs of production will be
driven out of the market. Recently, more and more firms have started using
“ethical” labels as a means of product differentiation, a marketing strategy in
which a brand identifies the one thing that makes it genuinely different from
competitors and then leverages that notion in its branding and messaging. But
what does this look like in action? Let’s take a quick look at one popular brand
that honed its differentiation strategy and succeeded as a result. Like many fast-
food chains, Chipotle (see Figure 3.13) focuses on the quality of its ingredients
above all else. One of the brand’s hallmarks is that it works with family farmers
within a 130-mile radius of each of its locations and attempts whenever possible
to source local and sustainably raised ingredients. Additionally, Chipotle
eliminated genetically modified (GMO) foods from its menu, citing public
concerns about the safety of genetically modified ingredients.
Are You an Ethical Consumer? At its most basic level, being an ethical
consumer simply means choosing goods that are ethically sourced, produced,
and distributed. Ethical consumerism has become something of a buzzword
over the last decade, and organizations are taking notice of consumers’
expectations in terms of social and environmental practices. Consider some
statistics to better understand how consumers put ethical consumerism in
practice: • According to a Statista poll, 90 percent of US survey respondents
indicated that they would boycott a brand if they discovered that the company
was engaged in irresponsible business practices.24 • Research from Mintel, a
market research firm, indicates that 56 percent of US consumers indicate that
they would no longer do business with organizations they believe to be
unethical.25 • A recent survey showed that consumers seek a match between
their beliefs and those exemplified by the organization. According to the survey,
an overwhelming 72 percent of respondents indicated that they purchase goods
and services from companies with beliefs similar to theirs in terms of
environmental preservation and child labor.26 By choosing brands that align
with their values, consumers are voting with their pocketbooks. Modern
consumers are more than willing to take their business elsewhere if they
perceive a disconnect between their values and those of the organization, and
they will likely share their sentiments on social media.
Economic theory suggests that consumers seek to maximize utility (the total
satisfaction received from consuming a product or service) at the lowest cost
possible, so it follows that firms that have higher costs of production will be
driven out of the market. Recently, more and more firms have started using
“ethical” labels as a means of product differentiation, a marketing strategy in
which a brand identifies the one thing that makes it genuinely different from
competitors and then leverages that notion in its branding and messaging. But
what does this look like in action? Let’s take a quick look at one popular brand
that honed its differentiation strategy and succeeded as a result. Like many fast-
food chains, Chipotle (see Figure 3.13) focuses on the quality of its ingredients
above all else. One of the brand’s hallmarks is that it works with family farmers
within a 130-mile radius of each of its locations and attempts whenever possible
to source local and sustainably raised ingredients. Additionally, Chipotle
eliminated genetically modified (GMO) foods from its menu, citing public
concerns about the safety of genetically modified ingredients.
Are You an Ethical Consumer? At its most basic level, being an ethical
consumer simply means choosing goods that are ethically sourced, produced,
and distributed. Ethical consumerism has become something of a buzzword
over the last decade, and organizations are taking notice of consumers’
expectations in terms of social and environmental practices. Consider some
statistics to better understand how consumers put ethical consumerism in
practice: • According to a Statista poll, 90 percent of US survey respondents
indicated that they would boycott a brand if they discovered that the company
was engaged in irresponsible business practices.24 • Research from Mintel, a
market research firm, indicates that 56 percent of US consumers indicate that
they would no longer do business with organizations they believe to be
unethical.25 • A recent survey showed that consumers seek a match between
their beliefs and those exemplified by the organization. According to the survey,
an overwhelming 72 percent of respondents indicated that they purchase goods
and services from companies with beliefs similar to theirs in terms of
environmental preservation and child labor.26 By choosing brands that align
with their values, consumers are voting with their pocketbooks. Modern
consumers are more than willing to take their business elsewhere if they
perceive a disconnect between their values and those of the organization, and
they will likely share their sentiments on social media.
Economic theory suggests that consumers seek to maximize utility (the total
satisfaction received from consuming a product or service) at the lowest cost
possible, so it follows that firms that have higher costs of production will be
driven out of the market. Recently, more and more firms have started using
“ethical” labels as a means of product differentiation, a marketing strategy in
which a brand identifies the one thing that makes it genuinely different from
competitors and then leverages that notion in its branding and messaging. But
what does this look like in action? Let’s take a quick look at one popular brand
that honed its differentiation strategy and succeeded as a result. Like many fast-
food chains, Chipotle (see Figure 3.13) focuses on the quality of its ingredients
above all else. One of the brand’s hallmarks is that it works with family farmers
within a 130-mile radius of each of its locations and attempts whenever possible
to source local and sustainably raised ingredients. Additionally, Chipotle
eliminated genetically modified (GMO) foods from its menu, citing public
concerns about the safety of genetically modified ingredients.
Are You an Ethical Consumer? At its most basic level, being an ethical
consumer simply means choosing goods that are ethically sourced, produced,
and distributed. Ethical consumerism has become something of a buzzword
over the last decade, and organizations are taking notice of consumers’
expectations in terms of social and environmental practices. Consider some
statistics to better understand how consumers put ethical consumerism in
practice: • According to a Statista poll, 90 percent of US survey respondents
indicated that they would boycott a brand if they discovered that the company
was engaged in irresponsible business practices.24 • Research from Mintel, a
market research firm, indicates that 56 percent of US consumers indicate that
they would no longer do business with organizations they believe to be
unethical.25 • A recent survey showed that consumers seek a match between
their beliefs and those exemplified by the organization. According to the survey,
an overwhelming 72 percent of respondents indicated that they purchase goods
and services from companies with beliefs similar to theirs in terms of
environmental preservation and child labor.26 By choosing brands that align
with their values, consumers are voting with their pocketbooks. Modern
consumers are more than willing to take their business elsewhere if they
perceive a disconnect between their values and those of the organization, and
they will likely share their sentiments on social media.
Economic theory suggests that consumers seek to maximize utility (the total
satisfaction received from consuming a product or service) at the lowest cost
possible, so it follows that firms that have higher costs of production will be
driven out of the market. Recently, more and more firms have started using
“ethical” labels as a means of product differentiation, a marketing strategy in
which a brand identifies the one thing that makes it genuinely different from
competitors and then leverages that notion in its branding and messaging. But
what does this look like in action? Let’s take a quick look at one popular brand
that honed its differentiation strategy and succeeded as a result. Like many fast-
food chains, Chipotle (see Figure 3.13) focuses on the quality of its ingredients
above all else. One of the brand’s hallmarks is that it works with family farmers
within a 130-mile radius of each of its locations and attempts whenever possible
to source local and sustainably raised ingredients. Additionally, Chipotle
eliminated genetically modified (GMO) foods from its menu, citing public
concerns about the safety of genetically modified ingredients.
Are You an Ethical Consumer? At its most basic level, being an ethical
consumer simply means choosing goods that are ethically sourced, produced,
and distributed. Ethical consumerism has become something of a buzzword
over the last decade, and organizations are taking notice of consumers’
expectations in terms of social and environmental practices. Consider some
statistics to better understand how consumers put ethical consumerism in
practice: • According to a Statista poll, 90 percent of US survey respondents
indicated that they would boycott a brand if they discovered that the company
was engaged in irresponsible business practices.24 • Research from Mintel, a
market research firm, indicates that 56 percent of US consumers indicate that
they would no longer do business with organizations they believe to be
unethical.25 • A recent survey showed that consumers seek a match between
their beliefs and those exemplified by the organization. According to the survey,
an overwhelming 72 percent of respondents indicated that they purchase goods
and services from companies with beliefs similar to theirs in terms of
environmental preservation and child labor.26 By choosing brands that align
with their values, consumers are voting with their pocketbooks. Modern
consumers are more than willing to take their business elsewhere if they
perceive a disconnect between their values and those of the organization, and
they will likely share their sentiments on social media.
Economic theory suggests that consumers seek to maximize utility (the total
satisfaction received from consuming a product or service) at the lowest cost
possible, so it follows that firms that have higher costs of production will be
driven out of the market. Recently, more and more firms have started using
“ethical” labels as a means of product differentiation, a marketing strategy in
which a brand identifies the one thing that makes it genuinely different from
competitors and then leverages that notion in its branding and messaging. But
what does this look like in action? Let’s take a quick look at one popular brand
that honed its differentiation strategy and succeeded as a result. Like many fast-
food chains, Chipotle (see Figure 3.13) focuses on the quality of its ingredients
above all else. One of the brand’s hallmarks is that it works with family farmers
within a 130-mile radius of each of its locations and attempts whenever possible
to source local and sustainably raised ingredients. Additionally, Chipotle
eliminated genetically modified (GMO) foods from its menu, citing public
concerns about the safety of genetically modified ingredients.
Are You an Ethical Consumer? At its most basic level, being an ethical
consumer simply means choosing goods that are ethically sourced, produced,
and distributed. Ethical consumerism has become something of a buzzword
over the last decade, and organizations are taking notice of consumers’
expectations in terms of social and environmental practices. Consider some
statistics to better understand how consumers put ethical consumerism in
practice: • According to a Statista poll, 90 percent of US survey respondents
indicated that they would boycott a brand if they discovered that the company
was engaged in irresponsible business practices.24 • Research from Mintel, a
market research firm, indicates that 56 percent of US consumers indicate that
they would no longer do business with organizations they believe to be
unethical.25 • A recent survey showed that consumers seek a match between
their beliefs and those exemplified by the organization. According to the survey,
an overwhelming 72 percent of respondents indicated that they purchase goods
and services from companies with beliefs similar to theirs in terms of
environmental preservation and child labor.26 By choosing brands that align
with their values, consumers are voting with their pocketbooks. Modern
consumers are more than willing to take their business elsewhere if they
perceive a disconnect between their values and those of the organization, and
they will likely share their sentiments on social media.
Economic theory suggests that consumers seek to maximize utility (the total
satisfaction received from consuming a product or service) at the lowest cost
possible, so it follows that firms that have higher costs of production will be
driven out of the market. Recently, more and more firms have started using
“ethical” labels as a means of product differentiation, a marketing strategy in
which a brand identifies the one thing that makes it genuinely different from
competitors and then leverages that notion in its branding and messaging. But
what does this look like in action? Let’s take a quick look at one popular brand
that honed its differentiation strategy and succeeded as a result. Like many fast-
food chains, Chipotle (see Figure 3.13) focuses on the quality of its ingredients
above all else. One of the brand’s hallmarks is that it works with family farmers
within a 130-mile radius of each of its locations and attempts whenever possible
to source local and sustainably raised ingredients. Additionally, Chipotle
eliminated genetically modified (GMO) foods from its menu, citing public
concerns about the safety of genetically modified ingredients.
Are You an Ethical Consumer? At its most basic level, being an ethical
consumer simply means choosing goods that are ethically sourced, produced,
and distributed. Ethical consumerism has become something of a buzzword
over the last decade, and organizations are taking notice of consumers’
expectations in terms of social and environmental practices. Consider some
statistics to better understand how consumers put ethical consumerism in
practice: • According to a Statista poll, 90 percent of US survey respondents
indicated that they would boycott a brand if they discovered that the company
was engaged in irresponsible business practices.24 • Research from Mintel, a
market research firm, indicates that 56 percent of US consumers indicate that
they would no longer do business with organizations they believe to be
unethical.25 • A recent survey showed that consumers seek a match between
their beliefs and those exemplified by the organization. According to the survey,
an overwhelming 72 percent of respondents indicated that they purchase goods
and services from companies with beliefs similar to theirs in terms of
environmental preservation and child labor.26 By choosing brands that align
with their values, consumers are voting with their pocketbooks. Modern
consumers are more than willing to take their business elsewhere if they
perceive a disconnect between their values and those of the organization, and
they will likely share their sentiments on social media.
Economic theory suggests that consumers seek to maximize utility (the total
satisfaction received from consuming a product or service) at the lowest cost
possible, so it follows that firms that have higher costs of production will be
driven out of the market. Recently, more and more firms have started using
“ethical” labels as a means of product differentiation, a marketing strategy in
which a brand identifies the one thing that makes it genuinely different from
competitors and then leverages that notion in its branding and messaging. But
what does this look like in action? Let’s take a quick look at one popular brand
that honed its differentiation strategy and succeeded as a result. Like many fast-
food chains, Chipotle (see Figure 3.13) focuses on the quality of its ingredients
above all else. One of the brand’s hallmarks is that it works with family farmers
within a 130-mile radius of each of its locations and attempts whenever possible
to source local and sustainably raised ingredients. Additionally, Chipotle
eliminated genetically modified (GMO) foods from its menu, citing public
concerns about the safety of genetically modified ingredients.
Are You an Ethical Consumer? At its most basic level, being an ethical
consumer simply means choosing goods that are ethically sourced, produced,
and distributed. Ethical consumerism has become something of a buzzword
over the last decade, and organizations are taking notice of consumers’
expectations in terms of social and environmental practices. Consider some
statistics to better understand how consumers put ethical consumerism in
practice: • According to a Statista poll, 90 percent of US survey respondents
indicated that they would boycott a brand if they discovered that the company
was engaged in irresponsible business practices.24 • Research from Mintel, a
market research firm, indicates that 56 percent of US consumers indicate that
they would no longer do business with organizations they believe to be
unethical.25 • A recent survey showed that consumers seek a match between
their beliefs and those exemplified by the organization. According to the survey,
an overwhelming 72 percent of respondents indicated that they purchase goods
and services from companies with beliefs similar to theirs in terms of
environmental preservation and child labor.26 By choosing brands that align
with their values, consumers are voting with their pocketbooks. Modern
consumers are more than willing to take their business elsewhere if they
perceive a disconnect between their values and those of the organization, and
they will likely share their sentiments on social media.
Economic theory suggests that consumers seek to maximize utility (the total
satisfaction received from consuming a product or service) at the lowest cost
possible, so it follows that firms that have higher costs of production will be
driven out of the market. Recently, more and more firms have started using
“ethical” labels as a means of product differentiation, a marketing strategy in
which a brand identifies the one thing that makes it genuinely different from
competitors and then leverages that notion in its branding and messaging. But
what does this look like in action? Let’s take a quick look at one popular brand
that honed its differentiation strategy and succeeded as a result. Like many fast-
food chains, Chipotle (see Figure 3.13) focuses on the quality of its ingredients
above all else. One of the brand’s hallmarks is that it works with family farmers
within a 130-mile radius of each of its locations and attempts whenever possible
to source local and sustainably raised ingredients. Additionally, Chipotle
eliminated genetically modified (GMO) foods from its menu, citing public
concerns about the safety of genetically modified ingredients.
Are You an Ethical Consumer? At its most basic level, being an ethical
consumer simply means choosing goods that are ethically sourced, produced,
and distributed. Ethical consumerism has become something of a buzzword
over the last decade, and organizations are taking notice of consumers’
expectations in terms of social and environmental practices. Consider some
statistics to better understand how consumers put ethical consumerism in
practice: • According to a Statista poll, 90 percent of US survey respondents
indicated that they would boycott a brand if they discovered that the company
was engaged in irresponsible business practices.24 • Research from Mintel, a
market research firm, indicates that 56 percent of US consumers indicate that
they would no longer do business with organizations they believe to be
unethical.25 • A recent survey showed that consumers seek a match between
their beliefs and those exemplified by the organization. According to the survey,
an overwhelming 72 percent of respondents indicated that they purchase goods
and services from companies with beliefs similar to theirs in terms of
environmental preservation and child labor.26 By choosing brands that align
with their values, consumers are voting with their pocketbooks. Modern
consumers are more than willing to take their business elsewhere if they
perceive a disconnect between their values and those of the organization, and
they will likely share their sentiments on social media.
Economic theory suggests that consumers seek to maximize utility (the total
satisfaction received from consuming a product or service) at the lowest cost
possible, so it follows that firms that have higher costs of production will be
driven out of the market. Recently, more and more firms have started using
“ethical” labels as a means of product differentiation, a marketing strategy in
which a brand identifies the one thing that makes it genuinely different from
competitors and then leverages that notion in its branding and messaging. But
what does this look like in action? Let’s take a quick look at one popular brand
that honed its differentiation strategy and succeeded as a result. Like many fast-
food chains, Chipotle (see Figure 3.13) focuses on the quality of its ingredients
above all else. One of the brand’s hallmarks is that it works with family farmers
within a 130-mile radius of each of its locations and attempts whenever possible
to source local and sustainably raised ingredients. Additionally, Chipotle
eliminated genetically modified (GMO) foods from its menu, citing public
concerns about the safety of genetically modified ingredients.
Are You an Ethical Consumer? At its most basic level, being an ethical
consumer simply means choosing goods that are ethically sourced, produced,
and distributed. Ethical consumerism has become something of a buzzword
over the last decade, and organizations are taking notice of consumers’
expectations in terms of social and environmental practices. Consider some
statistics to better understand how consumers put ethical consumerism in
practice: • According to a Statista poll, 90 percent of US survey respondents
indicated that they would boycott a brand if they discovered that the company
was engaged in irresponsible business practices.24 • Research from Mintel, a
market research firm, indicates that 56 percent of US consumers indicate that
they would no longer do business with organizations they believe to be
unethical.25 • A recent survey showed that consumers seek a match between
their beliefs and those exemplified by the organization. According to the survey,
an overwhelming 72 percent of respondents indicated that they purchase goods
and services from companies with beliefs similar to theirs in terms of
environmental preservation and child labor.26 By choosing brands that align
with their values, consumers are voting with their pocketbooks. Modern
consumers are more than willing to take their business elsewhere if they
perceive a disconnect between their values and those of the organization, and
they will likely share their sentiments on social media.
Economic theory suggests that consumers seek to maximize utility (the total
satisfaction received from consuming a product or service) at the lowest cost
possible, so it follows that firms that have higher costs of production will be
driven out of the market. Recently, more and more firms have started using
“ethical” labels as a means of product differentiation, a marketing strategy in
which a brand identifies the one thing that makes it genuinely different from
competitors and then leverages that notion in its branding and messaging. But
what does this look like in action? Let’s take a quick look at one popular brand
that honed its differentiation strategy and succeeded as a result. Like many fast-
food chains, Chipotle (see Figure 3.13) focuses on the quality of its ingredients
above all else. One of the brand’s hallmarks is that it works with family farmers
within a 130-mile radius of each of its locations and attempts whenever possible
to source local and sustainably raised ingredients. Additionally, Chipotle
eliminated genetically modified (GMO) foods from its menu, citing public
concerns about the safety of genetically modified ingredients.
Are You an Ethical Consumer? At its most basic level, being an ethical
consumer simply means choosing goods that are ethically sourced, produced,
and distributed. Ethical consumerism has become something of a buzzword
over the last decade, and organizations are taking notice of consumers’
expectations in terms of social and environmental practices. Consider some
statistics to better understand how consumers put ethical consumerism in
practice: • According to a Statista poll, 90 percent of US survey respondents
indicated that they would boycott a brand if they discovered that the company
was engaged in irresponsible business practices.24 • Research from Mintel, a
market research firm, indicates that 56 percent of US consumers indicate that
they would no longer do business with organizations they believe to be
unethical.25 • A recent survey showed that consumers seek a match between
their beliefs and those exemplified by the organization. According to the survey,
an overwhelming 72 percent of respondents indicated that they purchase goods
and services from companies with beliefs similar to theirs in terms of
environmental preservation and child labor.26 By choosing brands that align
with their values, consumers are voting with their pocketbooks. Modern
consumers are more than willing to take their business elsewhere if they
perceive a disconnect between their values and those of the organization, and
they will likely share their sentiments on social media.
Economic theory suggests that consumers seek to maximize utility (the total
satisfaction received from consuming a product or service) at the lowest cost
possible, so it follows that firms that have higher costs of production will be
driven out of the market. Recently, more and more firms have started using
“ethical” labels as a means of product differentiation, a marketing strategy in
which a brand identifies the one thing that makes it genuinely different from
competitors and then leverages that notion in its branding and messaging. But
what does this look like in action? Let’s take a quick look at one popular brand
that honed its differentiation strategy and succeeded as a result. Like many fast-
food chains, Chipotle (see Figure 3.13) focuses on the quality of its ingredients
above all else. One of the brand’s hallmarks is that it works with family farmers
within a 130-mile radius of each of its locations and attempts whenever possible
to source local and sustainably raised ingredients. Additionally, Chipotle
eliminated genetically modified (GMO) foods from its menu, citing public
concerns about the safety of genetically modified ingredients.
Are You an Ethical Consumer? At its most basic level, being an ethical
consumer simply means choosing goods that are ethically sourced, produced,
and distributed. Ethical consumerism has become something of a buzzword
over the last decade, and organizations are taking notice of consumers’
expectations in terms of social and environmental practices. Consider some
statistics to better understand how consumers put ethical consumerism in
practice: • According to a Statista poll, 90 percent of US survey respondents
indicated that they would boycott a brand if they discovered that the company
was engaged in irresponsible business practices.24 • Research from Mintel, a
market research firm, indicates that 56 percent of US consumers indicate that
they would no longer do business with organizations they believe to be
unethical.25 • A recent survey showed that consumers seek a match between
their beliefs and those exemplified by the organization. According to the survey,
an overwhelming 72 percent of respondents indicated that they purchase goods
and services from companies with beliefs similar to theirs in terms of
environmental preservation and child labor.26 By choosing brands that align
with their values, consumers are voting with their pocketbooks. Modern
consumers are more than willing to take their business elsewhere if they
perceive a disconnect between their values and those of the organization, and
they will likely share their sentiments on social media.
Economic theory suggests that consumers seek to maximize utility (the total
satisfaction received from consuming a product or service) at the lowest cost
possible, so it follows that firms that have higher costs of production will be
driven out of the market. Recently, more and more firms have started using
“ethical” labels as a means of product differentiation, a marketing strategy in
which a brand identifies the one thing that makes it genuinely different from
competitors and then leverages that notion in its branding and messaging. But
what does this look like in action? Let’s take a quick look at one popular brand
that honed its differentiation strategy and succeeded as a result. Like many fast-
food chains, Chipotle (see Figure 3.13) focuses on the quality of its ingredients
above all else. One of the brand’s hallmarks is that it works with family farmers
within a 130-mile radius of each of its locations and attempts whenever possible
to source local and sustainably raised ingredients. Additionally, Chipotle
eliminated genetically modified (GMO) foods from its menu, citing public
concerns about the safety of genetically modified ingredients.
Are You an Ethical Consumer? At its most basic level, being an ethical
consumer simply means choosing goods that are ethically sourced, produced,
and distributed. Ethical consumerism has become something of a buzzword
over the last decade, and organizations are taking notice of consumers’
expectations in terms of social and environmental practices. Consider some
statistics to better understand how consumers put ethical consumerism in
practice: • According to a Statista poll, 90 percent of US survey respondents
indicated that they would boycott a brand if they discovered that the company
was engaged in irresponsible business practices.24 • Research from Mintel, a
market research firm, indicates that 56 percent of US consumers indicate that
they would no longer do business with organizations they believe to be
unethical.25 • A recent survey showed that consumers seek a match between
their beliefs and those exemplified by the organization. According to the survey,
an overwhelming 72 percent of respondents indicated that they purchase goods
and services from companies with beliefs similar to theirs in terms of
environmental preservation and child labor.26 By choosing brands that align
with their values, consumers are voting with their pocketbooks. Modern
consumers are more than willing to take their business elsewhere if they
perceive a disconnect between their values and those of the organization, and
they will likely share their sentiments on social media.
Economic theory suggests that consumers seek to maximize utility (the total
satisfaction received from consuming a product or service) at the lowest cost
possible, so it follows that firms that have higher costs of production will be
driven out of the market. Recently, more and more firms have started using
“ethical” labels as a means of product differentiation, a marketing strategy in
which a brand identifies the one thing that makes it genuinely different from
competitors and then leverages that notion in its branding and messaging. But
what does this look like in action? Let’s take a quick look at one popular brand
that honed its differentiation strategy and succeeded as a result. Like many fast-
food chains, Chipotle (see Figure 3.13) focuses on the quality of its ingredients
above all else. One of the brand’s hallmarks is that it works with family farmers
within a 130-mile radius of each of its locations and attempts whenever possible
to source local and sustainably raised ingredients. Additionally, Chipotle
eliminated genetically modified (GMO) foods from its menu, citing public
concerns about the safety of genetically modified ingredients.
Are You an Ethical Consumer? At its most basic level, being an ethical
consumer simply means choosing goods that are ethically sourced, produced,
and distributed. Ethical consumerism has become something of a buzzword
over the last decade, and organizations are taking notice of consumers’
expectations in terms of social and environmental practices. Consider some
statistics to better understand how consumers put ethical consumerism in
practice: • According to a Statista poll, 90 percent of US survey respondents
indicated that they would boycott a brand if they discovered that the company
was engaged in irresponsible business practices.24 • Research from Mintel, a
market research firm, indicates that 56 percent of US consumers indicate that
they would no longer do business with organizations they believe to be
unethical.25 • A recent survey showed that consumers seek a match between
their beliefs and those exemplified by the organization. According to the survey,
an overwhelming 72 percent of respondents indicated that they purchase goods
and services from companies with beliefs similar to theirs in terms of
environmental preservation and child labor.26 By choosing brands that align
with their values, consumers are voting with their pocketbooks. Modern
consumers are more than willing to take their business elsewhere if they
perceive a disconnect between their values and those of the organization, and
they will likely share their sentiments on social media.
Economic theory suggests that consumers seek to maximize utility (the total
satisfaction received from consuming a product or service) at the lowest cost
possible, so it follows that firms that have higher costs of production will be
driven out of the market. Recently, more and more firms have started using
“ethical” labels as a means of product differentiation, a marketing strategy in
which a brand identifies the one thing that makes it genuinely different from
competitors and then leverages that notion in its branding and messaging. But
what does this look like in action? Let’s take a quick look at one popular brand
that honed its differentiation strategy and succeeded as a result. Like many fast-
food chains, Chipotle (see Figure 3.13) focuses on the quality of its ingredients
above all else. One of the brand’s hallmarks is that it works with family farmers
within a 130-mile radius of each of its locations and attempts whenever possible
to source local and sustainably raised ingredients. Additionally, Chipotle
eliminated genetically modified (GMO) foods from its menu, citing public
concerns about the safety of genetically modified ingredients.
Are You an Ethical Consumer? At its most basic level, being an ethical
consumer simply means choosing goods that are ethically sourced, produced,
and distributed. Ethical consumerism has become something of a buzzword
over the last decade, and organizations are taking notice of consumers’
expectations in terms of social and environmental practices. Consider some
statistics to better understand how consumers put ethical consumerism in
practice: • According to a Statista poll, 90 percent of US survey respondents
indicated that they would boycott a brand if they discovered that the company
was engaged in irresponsible business practices.24 • Research from Mintel, a
market research firm, indicates that 56 percent of US consumers indicate that
they would no longer do business with organizations they believe to be
unethical.25 • A recent survey showed that consumers seek a match between
their beliefs and those exemplified by the organization. According to the survey,
an overwhelming 72 percent of respondents indicated that they purchase goods
and services from companies with beliefs similar to theirs in terms of
environmental preservation and child labor.26 By choosing brands that align
with their values, consumers are voting with their pocketbooks. Modern
consumers are more than willing to take their business elsewhere if they
perceive a disconnect between their values and those of the organization, and
they will likely share their sentiments on social media.
Economic theory suggests that consumers seek to maximize utility (the total
satisfaction received from consuming a product or service) at the lowest cost
possible, so it follows that firms that have higher costs of production will be
driven out of the market. Recently, more and more firms have started using
“ethical” labels as a means of product differentiation, a marketing strategy in
which a brand identifies the one thing that makes it genuinely different from
competitors and then leverages that notion in its branding and messaging. But
what does this look like in action? Let’s take a quick look at one popular brand
that honed its differentiation strategy and succeeded as a result. Like many fast-
food chains, Chipotle (see Figure 3.13) focuses on the quality of its ingredients
above all else. One of the brand’s hallmarks is that it works with family farmers
within a 130-mile radius of each of its locations and attempts whenever possible
to source local and sustainably raised ingredients. Additionally, Chipotle
eliminated genetically modified (GMO) foods from its menu, citing public
concerns about the safety of genetically modified ingredients.
Are You an Ethical Consumer? At its most basic level, being an ethical
consumer simply means choosing goods that are ethically sourced, produced,
and distributed. Ethical consumerism has become something of a buzzword
over the last decade, and organizations are taking notice of consumers’
expectations in terms of social and environmental practices. Consider some
statistics to better understand how consumers put ethical consumerism in
practice: • According to a Statista poll, 90 percent of US survey respondents
indicated that they would boycott a brand if they discovered that the company
was engaged in irresponsible business practices.24 • Research from Mintel, a
market research firm, indicates that 56 percent of US consumers indicate that
they would no longer do business with organizations they believe to be
unethical.25 • A recent survey showed that consumers seek a match between
their beliefs and those exemplified by the organization. According to the survey,
an overwhelming 72 percent of respondents indicated that they purchase goods
and services from companies with beliefs similar to theirs in terms of
environmental preservation and child labor.26 By choosing brands that align
with their values, consumers are voting with their pocketbooks. Modern
consumers are more than willing to take their business elsewhere if they
perceive a disconnect between their values and those of the organization, and
they will likely share their sentiments on social media.
Economic theory suggests that consumers seek to maximize utility (the total
satisfaction received from consuming a product or service) at the lowest cost
possible, so it follows that firms that have higher costs of production will be
driven out of the market. Recently, more and more firms have started using
“ethical” labels as a means of product differentiation, a marketing strategy in
which a brand identifies the one thing that makes it genuinely different from
competitors and then leverages that notion in its branding and messaging. But
what does this look like in action? Let’s take a quick look at one popular brand
that honed its differentiation strategy and succeeded as a result. Like many fast-
food chains, Chipotle (see Figure 3.13) focuses on the quality of its ingredients
above all else. One of the brand’s hallmarks is that it works with family farmers
within a 130-mile radius of each of its locations and attempts whenever possible
to source local and sustainably raised ingredients. Additionally, Chipotle
eliminated genetically modified (GMO) foods from its menu, citing public
concerns about the safety of genetically modified ingredients.
Are You an Ethical Consumer? At its most basic level, being an ethical
consumer simply means choosing goods that are ethically sourced, produced,
and distributed. Ethical consumerism has become something of a buzzword
over the last decade, and organizations are taking notice of consumers’
expectations in terms of social and environmental practices. Consider some
statistics to better understand how consumers put ethical consumerism in
practice: • According to a Statista poll, 90 percent of US survey respondents
indicated that they would boycott a brand if they discovered that the company
was engaged in irresponsible business practices.24 • Research from Mintel, a
market research firm, indicates that 56 percent of US consumers indicate that
they would no longer do business with organizations they believe to be
unethical.25 • A recent survey showed that consumers seek a match between
their beliefs and those exemplified by the organization. According to the survey,
an overwhelming 72 percent of respondents indicated that they purchase goods
and services from companies with beliefs similar to theirs in terms of
environmental preservation and child labor.26 By choosing brands that align
with their values, consumers are voting with their pocketbooks. Modern
consumers are more than willing to take their business elsewhere if they
perceive a disconnect between their values and those of the organization, and
they will likely share their sentiments on social media.
Economic theory suggests that consumers seek to maximize utility (the total
satisfaction received from consuming a product or service) at the lowest cost
possible, so it follows that firms that have higher costs of production will be
driven out of the market. Recently, more and more firms have started using
“ethical” labels as a means of product differentiation, a marketing strategy in
which a brand identifies the one thing that makes it genuinely different from
competitors and then leverages that notion in its branding and messaging. But
what does this look like in action? Let’s take a quick look at one popular brand
that honed its differentiation strategy and succeeded as a result. Like many fast-
food chains, Chipotle (see Figure 3.13) focuses on the quality of its ingredients
above all else. One of the brand’s hallmarks is that it works with family farmers
within a 130-mile radius of each of its locations and attempts whenever possible
to source local and sustainably raised ingredients. Additionally, Chipotle
eliminated genetically modified (GMO) foods from its menu, citing public
concerns about the safety of genetically modified ingredients.
Are You an Ethical Consumer? At its most basic level, being an ethical
consumer simply means choosing goods that are ethically sourced, produced,
and distributed. Ethical consumerism has become something of a buzzword
over the last decade, and organizations are taking notice of consumers’
expectations in terms of social and environmental practices. Consider some
statistics to better understand how consumers put ethical consumerism in
practice: • According to a Statista poll, 90 percent of US survey respondents
indicated that they would boycott a brand if they discovered that the company
was engaged in irresponsible business practices.24 • Research from Mintel, a
market research firm, indicates that 56 percent of US consumers indicate that
they would no longer do business with organizations they believe to be
unethical.25 • A recent survey showed that consumers seek a match between
their beliefs and those exemplified by the organization. According to the survey,
an overwhelming 72 percent of respondents indicated that they purchase goods
and services from companies with beliefs similar to theirs in terms of
environmental preservation and child labor.26 By choosing brands that align
with their values, consumers are voting with their pocketbooks. Modern
consumers are more than willing to take their business elsewhere if they
perceive a disconnect between their values and those of the organization, and
they will likely share their sentiments on social media.
Economic theory suggests that consumers seek to maximize utility (the total
satisfaction received from consuming a product or service) at the lowest cost
possible, so it follows that firms that have higher costs of production will be
driven out of the market. Recently, more and more firms have started using
“ethical” labels as a means of product differentiation, a marketing strategy in
which a brand identifies the one thing that makes it genuinely different from
competitors and then leverages that notion in its branding and messaging. But
what does this look like in action? Let’s take a quick look at one popular brand
that honed its differentiation strategy and succeeded as a result. Like many fast-
food chains, Chipotle (see Figure 3.13) focuses on the quality of its ingredients
above all else. One of the brand’s hallmarks is that it works with family farmers
within a 130-mile radius of each of its locations and attempts whenever possible
to source local and sustainably raised ingredients. Additionally, Chipotle
eliminated genetically modified (GMO) foods from its menu, citing public
concerns about the safety of genetically modified ingredients.
Are You an Ethical Consumer? At its most basic level, being an ethical
consumer simply means choosing goods that are ethically sourced, produced,
and distributed. Ethical consumerism has become something of a buzzword
over the last decade, and organizations are taking notice of consumers’
expectations in terms of social and environmental practices. Consider some
statistics to better understand how consumers put ethical consumerism in
practice: • According to a Statista poll, 90 percent of US survey respondents
indicated that they would boycott a brand if they discovered that the company
was engaged in irresponsible business practices.24 • Research from Mintel, a
market research firm, indicates that 56 percent of US consumers indicate that
they would no longer do business with organizations they believe to be
unethical.25 • A recent survey showed that consumers seek a match between
their beliefs and those exemplified by the organization. According to the survey,
an overwhelming 72 percent of respondents indicated that they purchase goods
and services from companies with beliefs similar to theirs in terms of
environmental preservation and child labor.26 By choosing brands that align
with their values, consumers are voting with their pocketbooks. Modern
consumers are more than willing to take their business elsewhere if they
perceive a disconnect between their values and those of the organization, and
they will likely share their sentiments on social media.
Economic theory suggests that consumers seek to maximize utility (the total
satisfaction received from consuming a product or service) at the lowest cost
possible, so it follows that firms that have higher costs of production will be
driven out of the market. Recently, more and more firms have started using
“ethical” labels as a means of product differentiation, a marketing strategy in
which a brand identifies the one thing that makes it genuinely different from
competitors and then leverages that notion in its branding and messaging. But
what does this look like in action? Let’s take a quick look at one popular brand
that honed its differentiation strategy and succeeded as a result. Like many fast-
food chains, Chipotle (see Figure 3.13) focuses on the quality of its ingredients
above all else. One of the brand’s hallmarks is that it works with family farmers
within a 130-mile radius of each of its locations and attempts whenever possible
to source local and sustainably raised ingredients. Additionally, Chipotle
eliminated genetically modified (GMO) foods from its menu, citing public
concerns about the safety of genetically modified ingredients.
Are You an Ethical Consumer? At its most basic level, being an ethical
consumer simply means choosing goods that are ethically sourced, produced,
and distributed. Ethical consumerism has become something of a buzzword
over the last decade, and organizations are taking notice of consumers’
expectations in terms of social and environmental practices. Consider some
statistics to better understand how consumers put ethical consumerism in
practice: • According to a Statista poll, 90 percent of US survey respondents
indicated that they would boycott a brand if they discovered that the company
was engaged in irresponsible business practices.24 • Research from Mintel, a
market research firm, indicates that 56 percent of US consumers indicate that
they would no longer do business with organizations they believe to be
unethical.25 • A recent survey showed that consumers seek a match between
their beliefs and those exemplified by the organization. According to the survey,
an overwhelming 72 percent of respondents indicated that they purchase goods
and services from companies with beliefs similar to theirs in terms of
environmental preservation and child labor.26 By choosing brands that align
with their values, consumers are voting with their pocketbooks. Modern
consumers are more than willing to take their business elsewhere if they
perceive a disconnect between their values and those of the organization, and
they will likely share their sentiments on social media.
Economic theory suggests that consumers seek to maximize utility (the total
satisfaction received from consuming a product or service) at the lowest cost
possible, so it follows that firms that have higher costs of production will be
driven out of the market. Recently, more and more firms have started using
“ethical” labels as a means of product differentiation, a marketing strategy in
which a brand identifies the one thing that makes it genuinely different from
competitors and then leverages that notion in its branding and messaging. But
what does this look like in action? Let’s take a quick look at one popular brand
that honed its differentiation strategy and succeeded as a result. Like many fast-
food chains, Chipotle (see Figure 3.13) focuses on the quality of its ingredients
above all else. One of the brand’s hallmarks is that it works with family farmers
within a 130-mile radius of each of its locations and attempts whenever possible
to source local and sustainably raised ingredients. Additionally, Chipotle
eliminated genetically modified (GMO) foods from its menu, citing public
concerns about the safety of genetically modified ingredients.
Are You an Ethical Consumer? At its most basic level, being an ethical
consumer simply means choosing goods that are ethically sourced, produced,
and distributed. Ethical consumerism has become something of a buzzword
over the last decade, and organizations are taking notice of consumers’
expectations in terms of social and environmental practices. Consider some
statistics to better understand how consumers put ethical consumerism in
practice: • According to a Statista poll, 90 percent of US survey respondents
indicated that they would boycott a brand if they discovered that the company
was engaged in irresponsible business practices.24 • Research from Mintel, a
market research firm, indicates that 56 percent of US consumers indicate that
they would no longer do business with organizations they believe to be
unethical.25 • A recent survey showed that consumers seek a match between
their beliefs and those exemplified by the organization. According to the survey,
an overwhelming 72 percent of respondents indicated that they purchase goods
and services from companies with beliefs similar to theirs in terms of
environmental preservation and child labor.26 By choosing brands that align
with their values, consumers are voting with their pocketbooks. Modern
consumers are more than willing to take their business elsewhere if they
perceive a disconnect between their values and those of the organization, and
they will likely share their sentiments on social media.
Economic theory suggests that consumers seek to maximize utility (the total
satisfaction received from consuming a product or service) at the lowest cost
possible, so it follows that firms that have higher costs of production will be
driven out of the market. Recently, more and more firms have started using
“ethical” labels as a means of product differentiation, a marketing strategy in
which a brand identifies the one thing that makes it genuinely different from
competitors and then leverages that notion in its branding and messaging. But
what does this look like in action? Let’s take a quick look at one popular brand
that honed its differentiation strategy and succeeded as a result. Like many fast-
food chains, Chipotle (see Figure 3.13) focuses on the quality of its ingredients
above all else. One of the brand’s hallmarks is that it works with family farmers
within a 130-mile radius of each of its locations and attempts whenever possible
to source local and sustainably raised ingredients. Additionally, Chipotle
eliminated genetically modified (GMO) foods from its menu, citing public
concerns about the safety of genetically modified ingredients.
Are You an Ethical Consumer? At its most basic level, being an ethical
consumer simply means choosing goods that are ethically sourced, produced,
and distributed. Ethical consumerism has become something of a buzzword
over the last decade, and organizations are taking notice of consumers’
expectations in terms of social and environmental practices. Consider some
statistics to better understand how consumers put ethical consumerism in
practice: • According to a Statista poll, 90 percent of US survey respondents
indicated that they would boycott a brand if they discovered that the company
was engaged in irresponsible business practices.24 • Research from Mintel, a
market research firm, indicates that 56 percent of US consumers indicate that
they would no longer do business with organizations they believe to be
unethical.25 • A recent survey showed that consumers seek a match between
their beliefs and those exemplified by the organization. According to the survey,
an overwhelming 72 percent of respondents indicated that they purchase goods
and services from companies with beliefs similar to theirs in terms of
environmental preservation and child labor.26 By choosing brands that align
with their values, consumers are voting with their pocketbooks. Modern
consumers are more than willing to take their business elsewhere if they
perceive a disconnect between their values and those of the organization, and
they will likely share their sentiments on social media.
Economic theory suggests that consumers seek to maximize utility (the total
satisfaction received from consuming a product or service) at the lowest cost
possible, so it follows that firms that have higher costs of production will be
driven out of the market. Recently, more and more firms have started using
“ethical” labels as a means of product differentiation, a marketing strategy in
which a brand identifies the one thing that makes it genuinely different from
competitors and then leverages that notion in its branding and messaging. But
what does this look like in action? Let’s take a quick look at one popular brand
that honed its differentiation strategy and succeeded as a result. Like many fast-
food chains, Chipotle (see Figure 3.13) focuses on the quality of its ingredients
above all else. One of the brand’s hallmarks is that it works with family farmers
within a 130-mile radius of each of its locations and attempts whenever possible
to source local and sustainably raised ingredients. Additionally, Chipotle
eliminated genetically modified (GMO) foods from its menu, citing public
concerns about the safety of genetically modified ingredients.
Are You an Ethical Consumer? At its most basic level, being an ethical
consumer simply means choosing goods that are ethically sourced, produced,
and distributed. Ethical consumerism has become something of a buzzword
over the last decade, and organizations are taking notice of consumers’
expectations in terms of social and environmental practices. Consider some
statistics to better understand how consumers put ethical consumerism in
practice: • According to a Statista poll, 90 percent of US survey respondents
indicated that they would boycott a brand if they discovered that the company
was engaged in irresponsible business practices.24 • Research from Mintel, a
market research firm, indicates that 56 percent of US consumers indicate that
they would no longer do business with organizations they believe to be
unethical.25 • A recent survey showed that consumers seek a match between
their beliefs and those exemplified by the organization. According to the survey,
an overwhelming 72 percent of respondents indicated that they purchase goods
and services from companies with beliefs similar to theirs in terms of
environmental preservation and child labor.26 By choosing brands that align
with their values, consumers are voting with their pocketbooks. Modern
consumers are more than willing to take their business elsewhere if they
perceive a disconnect between their values and those of the organization, and
they will likely share their sentiments on social media.
Economic theory suggests that consumers seek to maximize utility (the total
satisfaction received from consuming a product or service) at the lowest cost
possible, so it follows that firms that have higher costs of production will be
driven out of the market. Recently, more and more firms have started using
“ethical” labels as a means of product differentiation, a marketing strategy in
which a brand identifies the one thing that makes it genuinely different from
competitors and then leverages that notion in its branding and messaging. But
what does this look like in action? Let’s take a quick look at one popular brand
that honed its differentiation strategy and succeeded as a result. Like many fast-
food chains, Chipotle (see Figure 3.13) focuses on the quality of its ingredients
above all else. One of the brand’s hallmarks is that it works with family farmers
within a 130-mile radius of each of its locations and attempts whenever possible
to source local and sustainably raised ingredients. Additionally, Chipotle
eliminated genetically modified (GMO) foods from its menu, citing public
concerns about the safety of genetically modified ingredients.
Are You an Ethical Consumer? At its most basic level, being an ethical
consumer simply means choosing goods that are ethically sourced, produced,
and distributed. Ethical consumerism has become something of a buzzword
over the last decade, and organizations are taking notice of consumers’
expectations in terms of social and environmental practices. Consider some
statistics to better understand how consumers put ethical consumerism in
practice: • According to a Statista poll, 90 percent of US survey respondents
indicated that they would boycott a brand if they discovered that the company
was engaged in irresponsible business practices.24 • Research from Mintel, a
market research firm, indicates that 56 percent of US consumers indicate that
they would no longer do business with organizations they believe to be
unethical.25 • A recent survey showed that consumers seek a match between
their beliefs and those exemplified by the organization. According to the survey,
an overwhelming 72 percent of respondents indicated that they purchase goods
and services from companies with beliefs similar to theirs in terms of
environmental preservation and child labor.26 By choosing brands that align
with their values, consumers are voting with their pocketbooks. Modern
consumers are more than willing to take their business elsewhere if they
perceive a disconnect between their values and those of the organization, and
they will likely share their sentiments on social media.
Economic theory suggests that consumers seek to maximize utility (the total
satisfaction received from consuming a product or service) at the lowest cost
possible, so it follows that firms that have higher costs of production will be
driven out of the market. Recently, more and more firms have started using
“ethical” labels as a means of product differentiation, a marketing strategy in
which a brand identifies the one thing that makes it genuinely different from
competitors and then leverages that notion in its branding and messaging. But
what does this look like in action? Let’s take a quick look at one popular brand
that honed its differentiation strategy and succeeded as a result. Like many fast-
food chains, Chipotle (see Figure 3.13) focuses on the quality of its ingredients
above all else. One of the brand’s hallmarks is that it works with family farmers
within a 130-mile radius of each of its locations and attempts whenever possible
to source local and sustainably raised ingredients. Additionally, Chipotle
eliminated genetically modified (GMO) foods from its menu, citing public
concerns about the safety of genetically modified ingredients.
Are You an Ethical Consumer? At its most basic level, being an ethical
consumer simply means choosing goods that are ethically sourced, produced,
and distributed. Ethical consumerism has become something of a buzzword
over the last decade, and organizations are taking notice of consumers’
expectations in terms of social and environmental practices. Consider some
statistics to better understand how consumers put ethical consumerism in
practice: • According to a Statista poll, 90 percent of US survey respondents
indicated that they would boycott a brand if they discovered that the company
was engaged in irresponsible business practices.24 • Research from Mintel, a
market research firm, indicates that 56 percent of US consumers indicate that
they would no longer do business with organizations they believe to be
unethical.25 • A recent survey showed that consumers seek a match between
their beliefs and those exemplified by the organization. According to the survey,
an overwhelming 72 percent of respondents indicated that they purchase goods
and services from companies with beliefs similar to theirs in terms of
environmental preservation and child labor.26 By choosing brands that align
with their values, consumers are voting with their pocketbooks. Modern
consumers are more than willing to take their business elsewhere if they
perceive a disconnect between their values and those of the organization, and
they will likely share their sentiments on social media.
Economic theory suggests that consumers seek to maximize utility (the total
satisfaction received from consuming a product or service) at the lowest cost
possible, so it follows that firms that have higher costs of production will be
driven out of the market. Recently, more and more firms have started using
“ethical” labels as a means of product differentiation, a marketing strategy in
which a brand identifies the one thing that makes it genuinely different from
competitors and then leverages that notion in its branding and messaging. But
what does this look like in action? Let’s take a quick look at one popular brand
that honed its differentiation strategy and succeeded as a result. Like many fast-
food chains, Chipotle (see Figure 3.13) focuses on the quality of its ingredients
above all else. One of the brand’s hallmarks is that it works with family farmers
within a 130-mile radius of each of its locations and attempts whenever possible
to source local and sustainably raised ingredients. Additionally, Chipotle
eliminated genetically modified (GMO) foods from its menu, citing public
concerns about the safety of genetically modified ingredients.
Are You an Ethical Consumer? At its most basic level, being an ethical
consumer simply means choosing goods that are ethically sourced, produced,
and distributed. Ethical consumerism has become something of a buzzword
over the last decade, and organizations are taking notice of consumers’
expectations in terms of social and environmental practices. Consider some
statistics to better understand how consumers put ethical consumerism in
practice: • According to a Statista poll, 90 percent of US survey respondents
indicated that they would boycott a brand if they discovered that the company
was engaged in irresponsible business practices.24 • Research from Mintel, a
market research firm, indicates that 56 percent of US consumers indicate that
they would no longer do business with organizations they believe to be
unethical.25 • A recent survey showed that consumers seek a match between
their beliefs and those exemplified by the organization. According to the survey,
an overwhelming 72 percent of respondents indicated that they purchase goods
and services from companies with beliefs similar to theirs in terms of
environmental preservation and child labor.26 By choosing brands that align
with their values, consumers are voting with their pocketbooks. Modern
consumers are more than willing to take their business elsewhere if they
perceive a disconnect between their values and those of the organization, and
they will likely share their sentiments on social media.
Economic theory suggests that consumers seek to maximize utility (the total
satisfaction received from consuming a product or service) at the lowest cost
possible, so it follows that firms that have higher costs of production will be
driven out of the market. Recently, more and more firms have started using
“ethical” labels as a means of product differentiation, a marketing strategy in
which a brand identifies the one thing that makes it genuinely different from
competitors and then leverages that notion in its branding and messaging. But
what does this look like in action? Let’s take a quick look at one popular brand
that honed its differentiation strategy and succeeded as a result. Like many fast-
food chains, Chipotle (see Figure 3.13) focuses on the quality of its ingredients
above all else. One of the brand’s hallmarks is that it works with family farmers
within a 130-mile radius of each of its locations and attempts whenever possible
to source local and sustainably raised ingredients. Additionally, Chipotle
eliminated genetically modified (GMO) foods from its menu, citing public
concerns about the safety of genetically modified ingredients.
Are You an Ethical Consumer? At its most basic level, being an ethical
consumer simply means choosing goods that are ethically sourced, produced,
and distributed. Ethical consumerism has become something of a buzzword
over the last decade, and organizations are taking notice of consumers’
expectations in terms of social and environmental practices. Consider some
statistics to better understand how consumers put ethical consumerism in
practice: • According to a Statista poll, 90 percent of US survey respondents
indicated that they would boycott a brand if they discovered that the company
was engaged in irresponsible business practices.24 • Research from Mintel, a
market research firm, indicates that 56 percent of US consumers indicate that
they would no longer do business with organizations they believe to be
unethical.25 • A recent survey showed that consumers seek a match between
their beliefs and those exemplified by the organization. According to the survey,
an overwhelming 72 percent of respondents indicated that they purchase goods
and services from companies with beliefs similar to theirs in terms of
environmental preservation and child labor.26 By choosing brands that align
with their values, consumers are voting with their pocketbooks. Modern
consumers are more than willing to take their business elsewhere if they
perceive a disconnect between their values and those of the organization, and
they will likely share their sentiments on social media.
Economic theory suggests that consumers seek to maximize utility (the total
satisfaction received from consuming a product or service) at the lowest cost
possible, so it follows that firms that have higher costs of production will be
driven out of the market. Recently, more and more firms have started using
“ethical” labels as a means of product differentiation, a marketing strategy in
which a brand identifies the one thing that makes it genuinely different from
competitors and then leverages that notion in its branding and messaging. But
what does this look like in action? Let’s take a quick look at one popular brand
that honed its differentiation strategy and succeeded as a result. Like many fast-
food chains, Chipotle (see Figure 3.13) focuses on the quality of its ingredients
above all else. One of the brand’s hallmarks is that it works with family farmers
within a 130-mile radius of each of its locations and attempts whenever possible
to source local and sustainably raised ingredients. Additionally, Chipotle
eliminated genetically modified (GMO) foods from its menu, citing public
concerns about the safety of genetically modified ingredients.
Are You an Ethical Consumer? At its most basic level, being an ethical
consumer simply means choosing goods that are ethically sourced, produced,
and distributed. Ethical consumerism has become something of a buzzword
over the last decade, and organizations are taking notice of consumers’
expectations in terms of social and environmental practices. Consider some
statistics to better understand how consumers put ethical consumerism in
practice: • According to a Statista poll, 90 percent of US survey respondents
indicated that they would boycott a brand if they discovered that the company
was engaged in irresponsible business practices.24 • Research from Mintel, a
market research firm, indicates that 56 percent of US consumers indicate that
they would no longer do business with organizations they believe to be
unethical.25 • A recent survey showed that consumers seek a match between
their beliefs and those exemplified by the organization. According to the survey,
an overwhelming 72 percent of respondents indicated that they purchase goods
and services from companies with beliefs similar to theirs in terms of
environmental preservation and child labor.26 By choosing brands that align
with their values, consumers are voting with their pocketbooks. Modern
consumers are more than willing to take their business elsewhere if they
perceive a disconnect between their values and those of the organization, and
they will likely share their sentiments on social media.
Economic theory suggests that consumers seek to maximize utility (the total
satisfaction received from consuming a product or service) at the lowest cost
possible, so it follows that firms that have higher costs of production will be
driven out of the market. Recently, more and more firms have started using
“ethical” labels as a means of product differentiation, a marketing strategy in
which a brand identifies the one thing that makes it genuinely different from
competitors and then leverages that notion in its branding and messaging. But
what does this look like in action? Let’s take a quick look at one popular brand
that honed its differentiation strategy and succeeded as a result. Like many fast-
food chains, Chipotle (see Figure 3.13) focuses on the quality of its ingredients
above all else. One of the brand’s hallmarks is that it works with family farmers
within a 130-mile radius of each of its locations and attempts whenever possible
to source local and sustainably raised ingredients. Additionally, Chipotle
eliminated genetically modified (GMO) foods from its menu, citing public
concerns about the safety of genetically modified ingredients.
Are You an Ethical Consumer? At its most basic level, being an ethical
consumer simply means choosing goods that are ethically sourced, produced,
and distributed. Ethical consumerism has become something of a buzzword
over the last decade, and organizations are taking notice of consumers’
expectations in terms of social and environmental practices. Consider some
statistics to better understand how consumers put ethical consumerism in
practice: • According to a Statista poll, 90 percent of US survey respondents
indicated that they would boycott a brand if they discovered that the company
was engaged in irresponsible business practices.24 • Research from Mintel, a
market research firm, indicates that 56 percent of US consumers indicate that
they would no longer do business with organizations they believe to be
unethical.25 • A recent survey showed that consumers seek a match between
their beliefs and those exemplified by the organization. According to the survey,
an overwhelming 72 percent of respondents indicated that they purchase goods
and services from companies with beliefs similar to theirs in terms of
environmental preservation and child labor.26 By choosing brands that align
with their values, consumers are voting with their pocketbooks. Modern
consumers are more than willing to take their business elsewhere if they
perceive a disconnect between their values and those of the organization, and
they will likely share their sentiments on social media.
Economic theory suggests that consumers seek to maximize utility (the total
satisfaction received from consuming a product or service) at the lowest cost
possible, so it follows that firms that have higher costs of production will be
driven out of the market. Recently, more and more firms have started using
“ethical” labels as a means of product differentiation, a marketing strategy in
which a brand identifies the one thing that makes it genuinely different from
competitors and then leverages that notion in its branding and messaging. But
what does this look like in action? Let’s take a quick look at one popular brand
that honed its differentiation strategy and succeeded as a result. Like many fast-
food chains, Chipotle (see Figure 3.13) focuses on the quality of its ingredients
above all else. One of the brand’s hallmarks is that it works with family farmers
within a 130-mile radius of each of its locations and attempts whenever possible
to source local and sustainably raised ingredients. Additionally, Chipotle
eliminated genetically modified (GMO) foods from its menu, citing public
concerns about the safety of genetically modified ingredients.
Are You an Ethical Consumer? At its most basic level, being an ethical
consumer simply means choosing goods that are ethically sourced, produced,
and distributed. Ethical consumerism has become something of a buzzword
over the last decade, and organizations are taking notice of consumers’
expectations in terms of social and environmental practices. Consider some
statistics to better understand how consumers put ethical consumerism in
practice: • According to a Statista poll, 90 percent of US survey respondents
indicated that they would boycott a brand if they discovered that the company
was engaged in irresponsible business practices.24 • Research from Mintel, a
market research firm, indicates that 56 percent of US consumers indicate that
they would no longer do business with organizations they believe to be
unethical.25 • A recent survey showed that consumers seek a match between
their beliefs and those exemplified by the organization. According to the survey,
an overwhelming 72 percent of respondents indicated that they purchase goods
and services from companies with beliefs similar to theirs in terms of
environmental preservation and child labor.26 By choosing brands that align
with their values, consumers are voting with their pocketbooks. Modern
consumers are more than willing to take their business elsewhere if they
perceive a disconnect between their values and those of the organization, and
they will likely share their sentiments on social media.
Economic theory suggests that consumers seek to maximize utility (the total
satisfaction received from consuming a product or service) at the lowest cost
possible, so it follows that firms that have higher costs of production will be
driven out of the market. Recently, more and more firms have started using
“ethical” labels as a means of product differentiation, a marketing strategy in
which a brand identifies the one thing that makes it genuinely different from
competitors and then leverages that notion in its branding and messaging. But
what does this look like in action? Let’s take a quick look at one popular brand
that honed its differentiation strategy and succeeded as a result. Like many fast-
food chains, Chipotle (see Figure 3.13) focuses on the quality of its ingredients
above all else. One of the brand’s hallmarks is that it works with family farmers
within a 130-mile radius of each of its locations and attempts whenever possible
to source local and sustainably raised ingredients. Additionally, Chipotle
eliminated genetically modified (GMO) foods from its menu, citing public
concerns about the safety of genetically modified ingredients.
Are You an Ethical Consumer? At its most basic level, being an ethical
consumer simply means choosing goods that are ethically sourced, produced,
and distributed. Ethical consumerism has become something of a buzzword
over the last decade, and organizations are taking notice of consumers’
expectations in terms of social and environmental practices. Consider some
statistics to better understand how consumers put ethical consumerism in
practice: • According to a Statista poll, 90 percent of US survey respondents
indicated that they would boycott a brand if they discovered that the company
was engaged in irresponsible business practices.24 • Research from Mintel, a
market research firm, indicates that 56 percent of US consumers indicate that
they would no longer do business with organizations they believe to be
unethical.25 • A recent survey showed that consumers seek a match between
their beliefs and those exemplified by the organization. According to the survey,
an overwhelming 72 percent of respondents indicated that they purchase goods
and services from companies with beliefs similar to theirs in terms of
environmental preservation and child labor.26 By choosing brands that align
with their values, consumers are voting with their pocketbooks. Modern
consumers are more than willing to take their business elsewhere if they
perceive a disconnect between their values and those of the organization, and
they will likely share their sentiments on social media.
Economic theory suggests that consumers seek to maximize utility (the total
satisfaction received from consuming a product or service) at the lowest cost
possible, so it follows that firms that have higher costs of production will be
driven out of the market. Recently, more and more firms have started using
“ethical” labels as a means of product differentiation, a marketing strategy in
which a brand identifies the one thing that makes it genuinely different from
competitors and then leverages that notion in its branding and messaging. But
what does this look like in action? Let’s take a quick look at one popular brand
that honed its differentiation strategy and succeeded as a result. Like many fast-
food chains, Chipotle (see Figure 3.13) focuses on the quality of its ingredients
above all else. One of the brand’s hallmarks is that it works with family farmers
within a 130-mile radius of each of its locations and attempts whenever possible
to source local and sustainably raised ingredients. Additionally, Chipotle
eliminated genetically modified (GMO) foods from its menu, citing public
concerns about the safety of genetically modified ingredients.
Are You an Ethical Consumer? At its most basic level, being an ethical
consumer simply means choosing goods that are ethically sourced, produced,
and distributed. Ethical consumerism has become something of a buzzword
over the last decade, and organizations are taking notice of consumers’
expectations in terms of social and environmental practices. Consider some
statistics to better understand how consumers put ethical consumerism in
practice: • According to a Statista poll, 90 percent of US survey respondents
indicated that they would boycott a brand if they discovered that the company
was engaged in irresponsible business practices.24 • Research from Mintel, a
market research firm, indicates that 56 percent of US consumers indicate that
they would no longer do business with organizations they believe to be
unethical.25 • A recent survey showed that consumers seek a match between
their beliefs and those exemplified by the organization. According to the survey,
an overwhelming 72 percent of respondents indicated that they purchase goods
and services from companies with beliefs similar to theirs in terms of
environmental preservation and child labor.26 By choosing brands that align
with their values, consumers are voting with their pocketbooks. Modern
consumers are more than willing to take their business elsewhere if they
perceive a disconnect between their values and those of the organization, and
they will likely share their sentiments on social media.
Economic theory suggests that consumers seek to maximize utility (the total
satisfaction received from consuming a product or service) at the lowest cost
possible, so it follows that firms that have higher costs of production will be
driven out of the market. Recently, more and more firms have started using
“ethical” labels as a means of product differentiation, a marketing strategy in
which a brand identifies the one thing that makes it genuinely different from
competitors and then leverages that notion in its branding and messaging. But
what does this look like in action? Let’s take a quick look at one popular brand
that honed its differentiation strategy and succeeded as a result. Like many fast-
food chains, Chipotle (see Figure 3.13) focuses on the quality of its ingredients
above all else. One of the brand’s hallmarks is that it works with family farmers
within a 130-mile radius of each of its locations and attempts whenever possible
to source local and sustainably raised ingredients. Additionally, Chipotle
eliminated genetically modified (GMO) foods from its menu, citing public
concerns about the safety of genetically modified ingredients.
Are You an Ethical Consumer? At its most basic level, being an ethical
consumer simply means choosing goods that are ethically sourced, produced,
and distributed. Ethical consumerism has become something of a buzzword
over the last decade, and organizations are taking notice of consumers’
expectations in terms of social and environmental practices. Consider some
statistics to better understand how consumers put ethical consumerism in
practice: • According to a Statista poll, 90 percent of US survey respondents
indicated that they would boycott a brand if they discovered that the company
was engaged in irresponsible business practices.24 • Research from Mintel, a
market research firm, indicates that 56 percent of US consumers indicate that
they would no longer do business with organizations they believe to be
unethical.25 • A recent survey showed that consumers seek a match between
their beliefs and those exemplified by the organization. According to the survey,
an overwhelming 72 percent of respondents indicated that they purchase goods
and services from companies with beliefs similar to theirs in terms of
environmental preservation and child labor.26 By choosing brands that align
with their values, consumers are voting with their pocketbooks. Modern
consumers are more than willing to take their business elsewhere if they
perceive a disconnect between their values and those of the organization, and
they will likely share their sentiments on social media.
Economic theory suggests that consumers seek to maximize utility (the total
satisfaction received from consuming a product or service) at the lowest cost
possible, so it follows that firms that have higher costs of production will be
driven out of the market. Recently, more and more firms have started using
“ethical” labels as a means of product differentiation, a marketing strategy in
which a brand identifies the one thing that makes it genuinely different from
competitors and then leverages that notion in its branding and messaging. But
what does this look like in action? Let’s take a quick look at one popular brand
that honed its differentiation strategy and succeeded as a result. Like many fast-
food chains, Chipotle (see Figure 3.13) focuses on the quality of its ingredients
above all else. One of the brand’s hallmarks is that it works with family farmers
within a 130-mile radius of each of its locations and attempts whenever possible
to source local and sustainably raised ingredients. Additionally, Chipotle
eliminated genetically modified (GMO) foods from its menu, citing public
concerns about the safety of genetically modified ingredients.
Are You an Ethical Consumer? At its most basic level, being an ethical
consumer simply means choosing goods that are ethically sourced, produced,
and distributed. Ethical consumerism has become something of a buzzword
over the last decade, and organizations are taking notice of consumers’
expectations in terms of social and environmental practices. Consider some
statistics to better understand how consumers put ethical consumerism in
practice: • According to a Statista poll, 90 percent of US survey respondents
indicated that they would boycott a brand if they discovered that the company
was engaged in irresponsible business practices.24 • Research from Mintel, a
market research firm, indicates that 56 percent of US consumers indicate that
they would no longer do business with organizations they believe to be
unethical.25 • A recent survey showed that consumers seek a match between
their beliefs and those exemplified by the organization. According to the survey,
an overwhelming 72 percent of respondents indicated that they purchase goods
and services from companies with beliefs similar to theirs in terms of
environmental preservation and child labor.26 By choosing brands that align
with their values, consumers are voting with their pocketbooks. Modern
consumers are more than willing to take their business elsewhere if they
perceive a disconnect between their values and those of the organization, and
they will likely share their sentiments on social media.
Economic theory suggests that consumers seek to maximize utility (the total
satisfaction received from consuming a product or service) at the lowest cost
possible, so it follows that firms that have higher costs of production will be
driven out of the market. Recently, more and more firms have started using
“ethical” labels as a means of product differentiation, a marketing strategy in
which a brand identifies the one thing that makes it genuinely different from
competitors and then leverages that notion in its branding and messaging. But
what does this look like in action? Let’s take a quick look at one popular brand
that honed its differentiation strategy and succeeded as a result. Like many fast-
food chains, Chipotle (see Figure 3.13) focuses on the quality of its ingredients
above all else. One of the brand’s hallmarks is that it works with family farmers
within a 130-mile radius of each of its locations and attempts whenever possible
to source local and sustainably raised ingredients. Additionally, Chipotle
eliminated genetically modified (GMO) foods from its menu, citing public
concerns about the safety of genetically modified ingredients.
Are You an Ethical Consumer? At its most basic level, being an ethical
consumer simply means choosing goods that are ethically sourced, produced,
and distributed. Ethical consumerism has become something of a buzzword
over the last decade, and organizations are taking notice of consumers’
expectations in terms of social and environmental practices. Consider some
statistics to better understand how consumers put ethical consumerism in
practice: • According to a Statista poll, 90 percent of US survey respondents
indicated that they would boycott a brand if they discovered that the company
was engaged in irresponsible business practices.24 • Research from Mintel, a
market research firm, indicates that 56 percent of US consumers indicate that
they would no longer do business with organizations they believe to be
unethical.25 • A recent survey showed that consumers seek a match between
their beliefs and those exemplified by the organization. According to the survey,
an overwhelming 72 percent of respondents indicated that they purchase goods
and services from companies with beliefs similar to theirs in terms of
environmental preservation and child labor.26 By choosing brands that align
with their values, consumers are voting with their pocketbooks. Modern
consumers are more than willing to take their business elsewhere if they
perceive a disconnect between their values and those of the organization, and
they will likely share their sentiments on social media.
Economic theory suggests that consumers seek to maximize utility (the total
satisfaction received from consuming a product or service) at the lowest cost
possible, so it follows that firms that have higher costs of production will be
driven out of the market. Recently, more and more firms have started using
“ethical” labels as a means of product differentiation, a marketing strategy in
which a brand identifies the one thing that makes it genuinely different from
competitors and then leverages that notion in its branding and messaging. But
what does this look like in action? Let’s take a quick look at one popular brand
that honed its differentiation strategy and succeeded as a result. Like many fast-
food chains, Chipotle (see Figure 3.13) focuses on the quality of its ingredients
above all else. One of the brand’s hallmarks is that it works with family farmers
within a 130-mile radius of each of its locations and attempts whenever possible
to source local and sustainably raised ingredients. Additionally, Chipotle
eliminated genetically modified (GMO) foods from its menu, citing public
concerns about the safety of genetically modified ingredients.
Are You an Ethical Consumer? At its most basic level, being an ethical
consumer simply means choosing goods that are ethically sourced, produced,
and distributed. Ethical consumerism has become something of a buzzword
over the last decade, and organizations are taking notice of consumers’
expectations in terms of social and environmental practices. Consider some
statistics to better understand how consumers put ethical consumerism in
practice: • According to a Statista poll, 90 percent of US survey respondents
indicated that they would boycott a brand if they discovered that the company
was engaged in irresponsible business practices.24 • Research from Mintel, a
market research firm, indicates that 56 percent of US consumers indicate that
they would no longer do business with organizations they believe to be
unethical.25 • A recent survey showed that consumers seek a match between
their beliefs and those exemplified by the organization. According to the survey,
an overwhelming 72 percent of respondents indicated that they purchase goods
and services from companies with beliefs similar to theirs in terms of
environmental preservation and child labor.26 By choosing brands that align
with their values, consumers are voting with their pocketbooks. Modern
consumers are more than willing to take their business elsewhere if they
perceive a disconnect between their values and those of the organization, and
they will likely share their sentiments on social media.
Economic theory suggests that consumers seek to maximize utility (the total
satisfaction received from consuming a product or service) at the lowest cost
possible, so it follows that firms that have higher costs of production will be
driven out of the market. Recently, more and more firms have started using
“ethical” labels as a means of product differentiation, a marketing strategy in
which a brand identifies the one thing that makes it genuinely different from
competitors and then leverages that notion in its branding and messaging. But
what does this look like in action? Let’s take a quick look at one popular brand
that honed its differentiation strategy and succeeded as a result. Like many fast-
food chains, Chipotle (see Figure 3.13) focuses on the quality of its ingredients
above all else. One of the brand’s hallmarks is that it works with family farmers
within a 130-mile radius of each of its locations and attempts whenever possible
to source local and sustainably raised ingredients. Additionally, Chipotle
eliminated genetically modified (GMO) foods from its menu, citing public
concerns about the safety of genetically modified ingredients.
Are You an Ethical Consumer? At its most basic level, being an ethical
consumer simply means choosing goods that are ethically sourced, produced,
and distributed. Ethical consumerism has become something of a buzzword
over the last decade, and organizations are taking notice of consumers’
expectations in terms of social and environmental practices. Consider some
statistics to better understand how consumers put ethical consumerism in
practice: • According to a Statista poll, 90 percent of US survey respondents
indicated that they would boycott a brand if they discovered that the company
was engaged in irresponsible business practices.24 • Research from Mintel, a
market research firm, indicates that 56 percent of US consumers indicate that
they would no longer do business with organizations they believe to be
unethical.25 • A recent survey showed that consumers seek a match between
their beliefs and those exemplified by the organization. According to the survey,
an overwhelming 72 percent of respondents indicated that they purchase goods
and services from companies with beliefs similar to theirs in terms of
environmental preservation and child labor.26 By choosing brands that align
with their values, consumers are voting with their pocketbooks. Modern
consumers are more than willing to take their business elsewhere if they
perceive a disconnect between their values and those of the organization, and
they will likely share their sentiments on social media.
Economic theory suggests that consumers seek to maximize utility (the total
satisfaction received from consuming a product or service) at the lowest cost
possible, so it follows that firms that have higher costs of production will be
driven out of the market. Recently, more and more firms have started using
“ethical” labels as a means of product differentiation, a marketing strategy in
which a brand identifies the one thing that makes it genuinely different from
competitors and then leverages that notion in its branding and messaging. But
what does this look like in action? Let’s take a quick look at one popular brand
that honed its differentiation strategy and succeeded as a result. Like many fast-
food chains, Chipotle (see Figure 3.13) focuses on the quality of its ingredients
above all else. One of the brand’s hallmarks is that it works with family farmers
within a 130-mile radius of each of its locations and attempts whenever possible
to source local and sustainably raised ingredients. Additionally, Chipotle
eliminated genetically modified (GMO) foods from its menu, citing public
concerns about the safety of genetically modified ingredients.
Are You an Ethical Consumer? At its most basic level, being an ethical
consumer simply means choosing goods that are ethically sourced, produced,
and distributed. Ethical consumerism has become something of a buzzword
over the last decade, and organizations are taking notice of consumers’
expectations in terms of social and environmental practices. Consider some
statistics to better understand how consumers put ethical consumerism in
practice: • According to a Statista poll, 90 percent of US survey respondents
indicated that they would boycott a brand if they discovered that the company
was engaged in irresponsible business practices.24 • Research from Mintel, a
market research firm, indicates that 56 percent of US consumers indicate that
they would no longer do business with organizations they believe to be
unethical.25 • A recent survey showed that consumers seek a match between
their beliefs and those exemplified by the organization. According to the survey,
an overwhelming 72 percent of respondents indicated that they purchase goods
and services from companies with beliefs similar to theirs in terms of
environmental preservation and child labor.26 By choosing brands that align
with their values, consumers are voting with their pocketbooks. Modern
consumers are more than willing to take their business elsewhere if they
perceive a disconnect between their values and those of the organization, and
they will likely share their sentiments on social media.
Economic theory suggests that consumers seek to maximize utility (the total
satisfaction received from consuming a product or service) at the lowest cost
possible, so it follows that firms that have higher costs of production will be
driven out of the market. Recently, more and more firms have started using
“ethical” labels as a means of product differentiation, a marketing strategy in
which a brand identifies the one thing that makes it genuinely different from
competitors and then leverages that notion in its branding and messaging. But
what does this look like in action? Let’s take a quick look at one popular brand
that honed its differentiation strategy and succeeded as a result. Like many fast-
food chains, Chipotle (see Figure 3.13) focuses on the quality of its ingredients
above all else. One of the brand’s hallmarks is that it works with family farmers
within a 130-mile radius of each of its locations and attempts whenever possible
to source local and sustainably raised ingredients. Additionally, Chipotle
eliminated genetically modified (GMO) foods from its menu, citing public
concerns about the safety of genetically modified ingredients.
Are You an Ethical Consumer? At its most basic level, being an ethical
consumer simply means choosing goods that are ethically sourced, produced,
and distributed. Ethical consumerism has become something of a buzzword
over the last decade, and organizations are taking notice of consumers’
expectations in terms of social and environmental practices. Consider some
statistics to better understand how consumers put ethical consumerism in
practice: • According to a Statista poll, 90 percent of US survey respondents
indicated that they would boycott a brand if they discovered that the company
was engaged in irresponsible business practices.24 • Research from Mintel, a
market research firm, indicates that 56 percent of US consumers indicate that
they would no longer do business with organizations they believe to be
unethical.25 • A recent survey showed that consumers seek a match between
their beliefs and those exemplified by the organization. According to the survey,
an overwhelming 72 percent of respondents indicated that they purchase goods
and services from companies with beliefs similar to theirs in terms of
environmental preservation and child labor.26 By choosing brands that align
with their values, consumers are voting with their pocketbooks. Modern
consumers are more than willing to take their business elsewhere if they
perceive a disconnect between their values and those of the organization, and
they will likely share their sentiments on social media.
Economic theory suggests that consumers seek to maximize utility (the total
satisfaction received from consuming a product or service) at the lowest cost
possible, so it follows that firms that have higher costs of production will be
driven out of the market. Recently, more and more firms have started using
“ethical” labels as a means of product differentiation, a marketing strategy in
which a brand identifies the one thing that makes it genuinely different from
competitors and then leverages that notion in its branding and messaging. But
what does this look like in action? Let’s take a quick look at one popular brand
that honed its differentiation strategy and succeeded as a result. Like many fast-
food chains, Chipotle (see Figure 3.13) focuses on the quality of its ingredients
above all else. One of the brand’s hallmarks is that it works with family farmers
within a 130-mile radius of each of its locations and attempts whenever possible
to source local and sustainably raised ingredients. Additionally, Chipotle
eliminated genetically modified (GMO) foods from its menu, citing public
concerns about the safety of genetically modified ingredients.
Are You an Ethical Consumer? At its most basic level, being an ethical
consumer simply means choosing goods that are ethically sourced, produced,
and distributed. Ethical consumerism has become something of a buzzword
over the last decade, and organizations are taking notice of consumers’
expectations in terms of social and environmental practices. Consider some
statistics to better understand how consumers put ethical consumerism in
practice: • According to a Statista poll, 90 percent of US survey respondents
indicated that they would boycott a brand if they discovered that the company
was engaged in irresponsible business practices.24 • Research from Mintel, a
market research firm, indicates that 56 percent of US consumers indicate that
they would no longer do business with organizations they believe to be
unethical.25 • A recent survey showed that consumers seek a match between
their beliefs and those exemplified by the organization. According to the survey,
an overwhelming 72 percent of respondents indicated that they purchase goods
and services from companies with beliefs similar to theirs in terms of
environmental preservation and child labor.26 By choosing brands that align
with their values, consumers are voting with their pocketbooks. Modern
consumers are more than willing to take their business elsewhere if they
perceive a disconnect between their values and those of the organization, and
they will likely share their sentiments on social media.
Economic theory suggests that consumers seek to maximize utility (the total
satisfaction received from consuming a product or service) at the lowest cost
possible, so it follows that firms that have higher costs of production will be
driven out of the market. Recently, more and more firms have started using
“ethical” labels as a means of product differentiation, a marketing strategy in
which a brand identifies the one thing that makes it genuinely different from
competitors and then leverages that notion in its branding and messaging. But
what does this look like in action? Let’s take a quick look at one popular brand
that honed its differentiation strategy and succeeded as a result. Like many fast-
food chains, Chipotle (see Figure 3.13) focuses on the quality of its ingredients
above all else. One of the brand’s hallmarks is that it works with family farmers
within a 130-mile radius of each of its locations and attempts whenever possible
to source local and sustainably raised ingredients. Additionally, Chipotle
eliminated genetically modified (GMO) foods from its menu, citing public
concerns about the safety of genetically modified ingredients.
Are You an Ethical Consumer? At its most basic level, being an ethical
consumer simply means choosing goods that are ethically sourced, produced,
and distributed. Ethical consumerism has become something of a buzzword
over the last decade, and organizations are taking notice of consumers’
expectations in terms of social and environmental practices. Consider some
statistics to better understand how consumers put ethical consumerism in
practice: • According to a Statista poll, 90 percent of US survey respondents
indicated that they would boycott a brand if they discovered that the company
was engaged in irresponsible business practices.24 • Research from Mintel, a
market research firm, indicates that 56 percent of US consumers indicate that
they would no longer do business with organizations they believe to be
unethical.25 • A recent survey showed that consumers seek a match between
their beliefs and those exemplified by the organization. According to the survey,
an overwhelming 72 percent of respondents indicated that they purchase goods
and services from companies with beliefs similar to theirs in terms of
environmental preservation and child labor.26 By choosing brands that align
with their values, consumers are voting with their pocketbooks. Modern
consumers are more than willing to take their business elsewhere if they
perceive a disconnect between their values and those of the organization, and
they will likely share their sentiments on social media.
Economic theory suggests that consumers seek to maximize utility (the total
satisfaction received from consuming a product or service) at the lowest cost
possible, so it follows that firms that have higher costs of production will be
driven out of the market. Recently, more and more firms have started using
“ethical” labels as a means of product differentiation, a marketing strategy in
which a brand identifies the one thing that makes it genuinely different from
competitors and then leverages that notion in its branding and messaging. But
what does this look like in action? Let’s take a quick look at one popular brand
that honed its differentiation strategy and succeeded as a result. Like many fast-
food chains, Chipotle (see Figure 3.13) focuses on the quality of its ingredients
above all else. One of the brand’s hallmarks is that it works with family farmers
within a 130-mile radius of each of its locations and attempts whenever possible
to source local and sustainably raised ingredients. Additionally, Chipotle
eliminated genetically modified (GMO) foods from its menu, citing public
concerns about the safety of genetically modified ingredients.
Are You an Ethical Consumer? At its most basic level, being an ethical
consumer simply means choosing goods that are ethically sourced, produced,
and distributed. Ethical consumerism has become something of a buzzword
over the last decade, and organizations are taking notice of consumers’
expectations in terms of social and environmental practices. Consider some
statistics to better understand how consumers put ethical consumerism in
practice: • According to a Statista poll, 90 percent of US survey respondents
indicated that they would boycott a brand if they discovered that the company
was engaged in irresponsible business practices.24 • Research from Mintel, a
market research firm, indicates that 56 percent of US consumers indicate that
they would no longer do business with organizations they believe to be
unethical.25 • A recent survey showed that consumers seek a match between
their beliefs and those exemplified by the organization. According to the survey,
an overwhelming 72 percent of respondents indicated that they purchase goods
and services from companies with beliefs similar to theirs in terms of
environmental preservation and child labor.26 By choosing brands that align
with their values, consumers are voting with their pocketbooks. Modern
consumers are more than willing to take their business elsewhere if they
perceive a disconnect between their values and those of the organization, and
they will likely share their sentiments on social media.
Economic theory suggests that consumers seek to maximize utility (the total
satisfaction received from consuming a product or service) at the lowest cost
possible, so it follows that firms that have higher costs of production will be
driven out of the market. Recently, more and more firms have started using
“ethical” labels as a means of product differentiation, a marketing strategy in
which a brand identifies the one thing that makes it genuinely different from
competitors and then leverages that notion in its branding and messaging. But
what does this look like in action? Let’s take a quick look at one popular brand
that honed its differentiation strategy and succeeded as a result. Like many fast-
food chains, Chipotle (see Figure 3.13) focuses on the quality of its ingredients
above all else. One of the brand’s hallmarks is that it works with family farmers
within a 130-mile radius of each of its locations and attempts whenever possible
to source local and sustainably raised ingredients. Additionally, Chipotle
eliminated genetically modified (GMO) foods from its menu, citing public
concerns about the safety of genetically modified ingredients.
Are You an Ethical Consumer? At its most basic level, being an ethical
consumer simply means choosing goods that are ethically sourced, produced,
and distributed. Ethical consumerism has become something of a buzzword
over the last decade, and organizations are taking notice of consumers’
expectations in terms of social and environmental practices. Consider some
statistics to better understand how consumers put ethical consumerism in
practice: • According to a Statista poll, 90 percent of US survey respondents
indicated that they would boycott a brand if they discovered that the company
was engaged in irresponsible business practices.24 • Research from Mintel, a
market research firm, indicates that 56 percent of US consumers indicate that
they would no longer do business with organizations they believe to be
unethical.25 • A recent survey showed that consumers seek a match between
their beliefs and those exemplified by the organization. According to the survey,
an overwhelming 72 percent of respondents indicated that they purchase goods
and services from companies with beliefs similar to theirs in terms of
environmental preservation and child labor.26 By choosing brands that align
with their values, consumers are voting with their pocketbooks. Modern
consumers are more than willing to take their business elsewhere if they
perceive a disconnect between their values and those of the organization, and
they will likely share their sentiments on social media.
Economic theory suggests that consumers seek to maximize utility (the total
satisfaction received from consuming a product or service) at the lowest cost
possible, so it follows that firms that have higher costs of production will be
driven out of the market. Recently, more and more firms have started using
“ethical” labels as a means of product differentiation, a marketing strategy in
which a brand identifies the one thing that makes it genuinely different from
competitors and then leverages that notion in its branding and messaging. But
what does this look like in action? Let’s take a quick look at one popular brand
that honed its differentiation strategy and succeeded as a result. Like many fast-
food chains, Chipotle (see Figure 3.13) focuses on the quality of its ingredients
above all else. One of the brand’s hallmarks is that it works with family farmers
within a 130-mile radius of each of its locations and attempts whenever possible
to source local and sustainably raised ingredients. Additionally, Chipotle
eliminated genetically modified (GMO) foods from its menu, citing public
concerns about the safety of genetically modified ingredients.
Are You an Ethical Consumer? At its most basic level, being an ethical
consumer simply means choosing goods that are ethically sourced, produced,
and distributed. Ethical consumerism has become something of a buzzword
over the last decade, and organizations are taking notice of consumers’
expectations in terms of social and environmental practices. Consider some
statistics to better understand how consumers put ethical consumerism in
practice: • According to a Statista poll, 90 percent of US survey respondents
indicated that they would boycott a brand if they discovered that the company
was engaged in irresponsible business practices.24 • Research from Mintel, a
market research firm, indicates that 56 percent of US consumers indicate that
they would no longer do business with organizations they believe to be
unethical.25 • A recent survey showed that consumers seek a match between
their beliefs and those exemplified by the organization. According to the survey,
an overwhelming 72 percent of respondents indicated that they purchase goods
and services from companies with beliefs similar to theirs in terms of
environmental preservation and child labor.26 By choosing brands that align
with their values, consumers are voting with their pocketbooks. Modern
consumers are more than willing to take their business elsewhere if they
perceive a disconnect between their values and those of the organization, and
they will likely share their sentiments on social media.
Economic theory suggests that consumers seek to maximize utility (the total
satisfaction received from consuming a product or service) at the lowest cost
possible, so it follows that firms that have higher costs of production will be
driven out of the market. Recently, more and more firms have started using
“ethical” labels as a means of product differentiation, a marketing strategy in
which a brand identifies the one thing that makes it genuinely different from
competitors and then leverages that notion in its branding and messaging. But
what does this look like in action? Let’s take a quick look at one popular brand
that honed its differentiation strategy and succeeded as a result. Like many fast-
food chains, Chipotle (see Figure 3.13) focuses on the quality of its ingredients
above all else. One of the brand’s hallmarks is that it works with family farmers
within a 130-mile radius of each of its locations and attempts whenever possible
to source local and sustainably raised ingredients. Additionally, Chipotle
eliminated genetically modified (GMO) foods from its menu, citing public
concerns about the safety of genetically modified ingredients.
Are You an Ethical Consumer? At its most basic level, being an ethical
consumer simply means choosing goods that are ethically sourced, produced,
and distributed. Ethical consumerism has become something of a buzzword
over the last decade, and organizations are taking notice of consumers’
expectations in terms of social and environmental practices. Consider some
statistics to better understand how consumers put ethical consumerism in
practice: • According to a Statista poll, 90 percent of US survey respondents
indicated that they would boycott a brand if they discovered that the company
was engaged in irresponsible business practices.24 • Research from Mintel, a
market research firm, indicates that 56 percent of US consumers indicate that
they would no longer do business with organizations they believe to be
unethical.25 • A recent survey showed that consumers seek a match between
their beliefs and those exemplified by the organization. According to the survey,
an overwhelming 72 percent of respondents indicated that they purchase goods
and services from companies with beliefs similar to theirs in terms of
environmental preservation and child labor.26 By choosing brands that align
with their values, consumers are voting with their pocketbooks. Modern
consumers are more than willing to take their business elsewhere if they
perceive a disconnect between their values and those of the organization, and
they will likely share their sentiments on social media.
