Is there really such thing as an ethical consumer?
Do I order the grass-fed beef or the cheaper burger? Do I pay a little extra for a hybrid car? Should I install solar panels on my home? In theory, we’d all liked to do what’s best for the Earth, but sometimes we have to do what’s best for our pocketbooks.
Recently, marketing associate Abby Lindquist and I sat down with Timothy M. Devinney: an Australian-American business guru/consultant/professor who flies about 380,000 miles a year, has offices on several continents, and is known for aiding businesses solve countless business problems. He explained how businesses and companies market a product that is both good for business and the environment that doesn’t rely entirely on consumer’s guilt, but also taps into their spending habits, values, and needs.
Please check back here for more from Devinney et al. The book will come out later this month, so if you would like to read more on the myth of the ethical consumer RIGHT NOW, check out the website.