Dr Chris Arnold is a Dr of Business (DBA) and is a member of the Institute of Corporate Responsibility and Sustainability. He is the founder of Creative Orchestra (a specialist ethical brand and marketing agency) and CONNECT2 (specialist in community engagement). He was the Brand Republic blogger on ethical marketing and author of Ethical Marketing & The New Consumer.
For brands that approach it with an open mind, the Metaverse could be a great place to demonstrate a brand’s real values and purpose. Here's an overview.
With more consumer communities united by a passion for good ethics, there is now an appetite for ‘brand activism’. Get 5 tips on becoming an activist brand.
Ethical consumer spending has hit record levels, no wonder brands are turning attention to the lucrative, growing ethical consumer markets. Learn more here.
In the business world, doing good for the environment and humanity go hand in hand. The old rules no longer apply, here's the new approach that is needed.
In the new normal, the Triple Bottom Line has been replaced by the more consumer-centric Triple Top Line: purpose, people, planet. Find out what this means.
Turning a corporate purpose statement into a brand proposition isn't straightforward, especially if it doesn’t align with customer values. Insights here.
Why is Stakeholder Economics a better model for companies to improve their sustainability and social responsibility, than focusing on Shareholder Value?