Ethical Marketing and the New Consumer -- CONTENTS -- FOREWORD -- 1: INTRODUCTION -- THE STRUCTURE -- THANKS -- 2: THE POWER OF BRAND ETHOS -- FROM ETHICS TO ETHOS MARKETING -- WHY REPUTATION IS MORE IMPORTANT THAN LOGOS -- NO ETHOS -- BECOMING RICHER THROUGH ETHICS -- LOOKING IN THE MIRROR -- SUMMARY -- 3: ETHICAL - REALITY OR A BRAND IMAGE? -- WHEN IS AN ETHICAL REPUTATION NOT THE SAME AS BEING ETHICAL? -- THE UNTAPPED POWER OF ETHOS -- IT'S NOT HOW MUCH YOU MAKE BUT HOW YOU MAKE IT -- SUMMARY -- 4: CHURN AND THE DISPOSABLE SOCIETY -- FROM FRIVOLOUS TO FRUGAL - THE END OF CONSUMPTIVE CONSUMERISM -- CHURN AND EARN AND HYPER-CONSUMERISM -- WHEN SHOPPING IS BETTER THAN SEX -- THE DISPOSABLE SOCIETY -- MIRROR, MIRROR ON THE WALL … -- MAKE LESS, DESTROY LESS -- WHITE, BROWN OR GREEN? -- REUSE, REPAIR NOT REPLACE -- A WINDOW OF OPPORTUNITY - ENCOURAGING CHURN -- SUMMARY -- 5: BAD TASTING MEDICINE -- FROM BAD TASTING MEDICINE TO GOOD -- THE PRICE OF BEING ETHICAL -- FAIRTRADE - A FAIR PRICE? -- A RETURN TO POST-WAR VALUES -- SECOND LIFE PACKAGING -- SUMMARY -- 6: IT'S NOT WHAT YOU SAY BUT WHAT YOU DO -- DOING THE WALK AND TALK OF ETHICS -- GOOD OLD HONEST FOOD -- THINK GREAT, BE HONEST, FEEL PROUD -- ABBEY NATIONAL AND HABITAT -- KEEP IT SIMPLE AND HONEST -- SELLING SEX ADVICE THROUGH THE TURN OF A COIN -- NAPPY FAMILIES - GETTING YOUR MESSAGE TO STUDENTS -- THE POWER OF YOUTH MEDIA - THE POSTCARD -- SUMMARY -- 7: BRAND TERRORISM -- DAVID AND GOLIATH -- HOW TO AVOID ANTI-BRAND WASH -- FROM HUMANITARISM TO PLANETARISM -- AVOIDING BRAND SUICIDE -- A BITTER AFTER TASTE -- WHO PAYS? THE POWER OF THE PEOPLE -- THE ETHICAL TIME BOMB -- SUMMARY -- 8: SURVIVAL AND SECURITY -- HOW ARE CONSUMERS RESPONDING TO THE RECESSION? -- SELLING SURVIVAL AND SECURITY -- THE REAL COST OF LIVING -- EDUCATION, EDUCATION, EDUCATION -- PARIS GOES ECO-ELECTRIC -- SUMMARY.

9: ENGAGING THE CONSUMER, SHARING RESPONSIBILITY -- JUST DOING MY BIT -- AL GORE'S 'WE CAN SOLVE IT' CAMPAIGN -- CHANGE THE WORLD FOR A FIVER -- IT'S NOT WHAT YOU SAY BUT WHAT YOU DO -- SUMMARY -- 10: FINDING REASONS TO BUY -- THE EMOTIONAL CONSUMER -- THE R&E LINE - A SIMPLE MARKETING TOOL -- THE CUSTOMER JOURNEY -- NLP - THE AARDVARK TOOL -- SIMPLIFYING CONSUMER CHOICE - THE POWER OF THREE -- PEOPLE vs PLANET - THE GEOGRAPHY OF NEEDS -- SUMMARY -- 11: RESEARCH AND SURVEYS -- THE NUMERIC SOCIETY -- NEW IDEAS IN PROFILING -- NLP AND ENNEAGRAMS -- EMOTIVATIONS -- VISUALITY PROFILING OVER NUMERIC -- JOEL MAKOWER, THE GREEN BLOGGER ON RESEARCH -- 'ANTI-MARKETING' -- BEWARE OF THE NUMBERS -- NEVER TRUST SURVEYS UNLESS YOU'VE ASKED THE THREE GOLDEN QUESTIONS -- THE ETHICAL SHOPPING SURVEY -- WHO'S TO BLAME AND WHO'S GOING TO FIX IT? -- CHANGING CONSUMER HABITS -- SUMMARY -- 12: THE BUSINESS AND RELIGION OF ETHICS -- ETHICS AS A RELIGION -- THE PURITAN PURPOSE -- PROFIT OVER PEOPLE -- THE QUAKER WAY -- CHARITY AND THE RELIGION OF MONEY -- SUMMARY -- 13: FAIRTRADE -- THE GROWTH OF FAIRTRADE -- TRAIDCRAFT - THE FAIR SHARE OFFER -- 100 YELLOW BANANAS, HANGING ON THE TREE -- SUMMARY -- 14: FOOD WASTE AND RECYCLING -- FOOD WASTE AND RECYCLING -- PACKAGING LESS, SELLING MORE -- THE POWER OF GESTURES AS A MARKETING TOOL -- FROM PLASTIC BAGS TO DESIGNER BAGS -- ANYA HINDMARCH: 'I' M NOT A PLASTIC BAG' -- THE WAR ON JUNK MAIL -- SUMMARY -- 15: RECYCLING FOR RESALE -- TURNING LEAD INTO GOLD -- SECOND LIFE PACKAGING -- NEW BRANDS FROM OLD -- A FANTASTIC WAY TO MARKET YOUR BRAND'S ETHICAL CREDENTIALS -- ECO INNOVATION -- SUMMARY -- 16: TURNING RECYCLING INTO GOOD MARKETING -- HOW COKE SEE PLASTIC DIFFERENTLY -- HOW TO ENGAGE CONSUMERS TO RECYCLE -- FROM ADS TO BAGS -- BEACH COMBING FOR NEW IDEAS -- THE REAL ART OF PERSUASION -- SUMMARY -- 17: THE ETHICAL SPHERE.

THE ETHICAL SPHERE -- KEY ETHICAL VALUES (KEVs) -- BALANCING PROPOSITIONS -- THE THIRD DIMENSION -- THE PROCESS -- SEEING THINGS DIFFERENTLY -- BROADER THINKING -- SUMMARY -- 18: LANGUAGE AND PERSUASION -- THE POWER AND INFLUENCE OF WORDS -- SUSTAINABILITY -- CARBON FOOTPRINT -- POLLUTION HAS POWER -- CO2 -- GREEN -- SUMMARY -- 19: HOW TO BE A CREATIVE MARKETER -- WHY BE CREATIVE? -- HISTORY TEACHES US HOW TO REALLY FLY -- WELCOME TO FUZZY MARKETING -- HOW TO RUN A TRAIN LESS EFFICIENTLY BUT LOOK MORE EFFICIENT -- BE BRAVE - GIVE YOUR STAFF A GET OUT OF JAIL CARD -- PROCESS AND IDEAS -- SUMMARY -- 20: FAT AND FIT - OBESITY AND HEALTH -- LET THEM EAT FRUIT -- HEALTHY MARKETING -- THE GROWTH OF HEALTHY SNACKS -- REBRANDING FAT - TAFS -- A MOTHER'S DILEMMA -- GETTING THE NAME WRONG -- DON'T BLAME IT ON THE BURGER -- HOW TO SELL AN HONEST SNACK -- NOT SO FINGER LICKING GOOD -- SUMMARY -- 21: SELLING ETHICAL BEHAVIOUR -- AMERICA'S BEST SELLING PRODUCT -- AN ETHICAL DILEMMA -- UNHAPPY HOUR - UNSELLING DRUNKEN BRITAIN -- THE REBIRTH OF ALE -- WHY THE WINE INDUSTRY HAS LESS BOTTLE -- THE REBIRTH OF CIDER -- THE AVERAGE CONSUMER PURCHASING ATTITUDE -- LOCAL AND ORGANIC MARKETING -- A WORLD OF TOO MUCH CONSUMER CHOICE -- SUMMARY -- 22: FROM BRAND VALUES TO BRAND VALUE -- BBC SELLS DISGUSTING FOOD -- WHEN A BRAND BECOMES A TURKEY -- BRANDING MR RILEY'S PIES -- WHEN IS FOOD DISGUSTING? -- SUMMARY -- 23: FAST FASHION -- THE HIERARCHY OF ETHICS -- THE POWER OF THE HIGH STREET -- ETHICAL FASHION WEEK -- SAVING THE PLANET, ONE STEP AT A TIME -- SMALL THINGS CAN MAKE A BIG DIFFERENCE -- THE TRUE PRICE OF COTTON -- THE DEVIL WEARS PRIMARK -- 'HOW DO THEY MAKE' EM SO CHEAP?' -- HOW SPAIN IS CONQUERING THE HIGH STREET -- DON'T LOOK BEHIND THE LABEL, LOOK AT IT -- SUMMARY -- 24: WASHING GREEN -- THE GREAT CLEANING LIE -- SOAP POWDERS, FRIEND OR FOE? -- TURN TO 30.

WASH AT ZERO -- THE BIG SOFTENER CON -- NOT SO CLEAN CLEANERS -- REFRAMING FROM THE ENVIRONMENT TO THE HOME ENVIRONMENT -- GREEN ENLIGHTENMENT OR JUMPING ON THE GREEN BANDWAGON? -- SUMMARY -- 25: GREEN INSURANCE AND FINANCE -- SLOW TURNING WHEELS - WHERE ARE ALL THE ECO BRANDS? -- IS THE CUSTOMER SAVING THE PLANET OR JUST SAVING MONEY? -- IBUYECO - DOING YOUR BIT THROUGH INSURANCE -- THE NEW WORLD OF MICRO BRANDING -- WHAT INSURANCE CAN LEARN FROM SELLING SHOES -- ONCE BITTEN, TWICE SHY -- CAUTION AND UNCERTAINTY -- FORGET GREEN, TRY ETHICS -- THE GREEN WALL -- GREEN CAR INSURANCE, A CONSUMER EXPERIENCE -- WHEN THE LEFT HAND DOESN'T KNOW WHAT THE RIGHT HAND'S DOING -- SUMMARY -- 26: BONUS CHAPTERS AND WEBSITE -- CREATIVE ORCHESTRA -- INDEX.