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Today’s financial uncertainty is creating a tension between sustainability and value as consumers are challenged to make uncomfortable trade-offs.

Added Value, the worldwide brand consultancy, believes that brands have a role to play in helping consumers by appreciating consumers’ desires to make the “right” sustainable choices at the “right” price.

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Welcome to Issue 14 of News, Added Value’s newsletter on ethical marketing.

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The past year has born witness to a growing desire on the part of consumers to purchase products and services that behave responsibly. However, parallel to this growth is an increasing level of consumer confusion about and skepticism towards brands making ethical claims. A study  conducted by Ipsos Reid in the US in September of last year brings this gap to light: It showed that seven in ten Americans either ‘strongly’ or ‘somewhat’ agree that when companies call a product “green”, it is usually just a “marketing tactic”.

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Each month News invites an expert to give their view on a topical issue.  This month we approached Peter Hambly, Director , Marketing and Communications at Carbon Trust to share his view on carbon labeling. Read more…

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