Ethical and Value-Based Branding
Posted December 2, 2020
In recent years, the ethos behind your brand has become just as important to your customers, as the products you sell. Given the choice, most consumers will choose a brand that supports an environmental cause over a similar product without such ethical messaging.
Some are even willing to pay more for a product that is transparent about its origins. Fair Trade; Organic; Recycled; one purchased: one donated—these are more than just buzzwords for your consumer; they are an identity.
Ethics-Based Branding Examples
To give you a better idea of what we mean, let’s look at three different ethical brands that do a great job of pairing their mission to make the world a better place with their products and branding.
You’ve probably picked up one of Newman’s many delicious salad dressings at your local grocer, but did you know that 100% of their profits go to charities? This means after paying for the manufacturing and distributing of their products and all operational costs, any profit the company makes each year is donated to charities around the world. In fact, printed across each label of their products, you’ll even see “100% of Profits to Charities Since 1982.”
Now, imagine your browsing through different brands of salad dressings in an aisle, and you see this message. Perhaps you could save a dollar or more by choosing one of Newman’s competitors, but because you also like to support both local and international charities that help people in need—and animals, too—you’re more likely to add Newman’s to your shopping cart.
The benefits of this decision are two-fold: (1) you’re doing your part to support a business that supports charities and (2) you’re getting a delicious salad dressing to add to your family’s Sunday night dinner menu. Both parties win! And you, the customer, feel good about your purchase: both morally and economically.
“Creating a Food System for the Future.” That’s Chobani’s message and focus. And they achieve this by offering sustainable packaging for their products (most of which are 100% recyclable) and fighting waste throughout their manufacturing operations. This brand is all about paving a path forward to a sustainable future and sourcing their ingredients in ways that help protect people and plants across the world.
Since inception, Chobani has upheld this corporate responsibility and continues to practice it in every product they bring to market. As with Newman’s, there is an extra layer of satisfaction when you purchase their products. Not only are you getting a delicious yogurt or smoothie, but you’re supporting a company whose mission is to make the world a better, safer place for all.
Outside of the food industry, there are other ethical brands we can all take inspiration from, especially right here in our Rosedale business community. Rose & Loon, for example, showcases and sells hand-made crafts and goods from a diverse collective of artisans around the Midwest. Their mission is to provide a place for craft makers to sell their wares, as well as a place to share their stories with pride, passion and purpose.
Continually providing collaborations, resources and partnerships, Rose & Loon is all about helping artisans get a head start on their business. That means every time you purchase a product from them, you’re also supporting a craftsman or woman’s passion for the creation of hand-made goods.
The Power of Ethics-Based Branding
The best part about all these ethical brands is that, together, they are making the world a safer, sustainable place to live for generations. They believe in their missions and are inviting customers to take part in their causes. If your business is passionate about certain environmental and or human/animal causes and you’re already putting into place business practices that support these groups, it’s time to bring this passion up where your customers can see it!
Remember, there is a wonderful feeling of knowing you’ve made a difference, just by purchasing a product from a company that practices good ethics. As we look into the future, consider what your brand stands for and how you can share that message with your customers, as it may just lead to more purchases, good vibes, and most importantly, a better future for all.