Trendsights Analysis: Ethical Wellbeing

  • ID: 3951170
  • Report
  • 44 pages
  • GlobalData
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Ethical Wellbeing is related to the rise of consumption patterns that commit both consumers and brands to a higher level of responsibility regarding a set of values: social causes, environmental sustainability, animal welfare, fair trade, and health awareness.

Ethical Wellbeing is part of two different mega-trends: Health & Wellness and Sustainability & Ethics. We may interpret this ambiguous position as meaning that consumers are motivated by different things: some by ethics, some by health. Therefore, the approaches we are going to explore in the current trend include (but are not limited to) five different areas:
  • Health awareness
  • Environmental sustainability
  • Animal welfare
  • Fair trade and
  • Other social causes
The last few decades have witnessed unprecedented global economic expansion and a constant rise of living standards. As a consequence; capitalist economies have had to adapt their production capabilities to higher and more complex consumption lifestyles. However, this process has led in many situations to ethical transgressions and excesses that have resulted in recognized problems affecting people's daily lives, such as uncontrolled levels of pollution and violation of human labor rights.

The report “TrendSights Analysis: Ethical Wellbeing” provides an analysis covers what the trend is, why it is important, who is most influenced by it and how brands and manufacturers can capitalize.

Trend drivers:
  • More and better information triggers greater consciousness among consumers about more ethical consumption.
  • Purchasing ethical products endorses the opportunity to participate in recognized causes.
  • Companies that exhibit corporate social responsibility will improve their reputation and their emotional connection to loyal consumers.
Consumer targets:
  • Women are more sensitive to brands' code of ethics, while men tend to be more skeptical regarding claims presented by products.
  • Millennials are most likely to value firms that show corporate social responsibility.
  • Consumers in emerging markets have the highest concerns regarding sustainable policies and ethical values.
As consumers attempt to have a more proactive attitude regarding their health, brands are investing in products that are free of "chemicals" and other artificial ingredients, opting in some situations to use on-pack certificates as a guarantee for claims and ingredients. Best practice includes the development of corporate social responsibility (e.g. fair-trade principles) committed to providing more accurate and detailed information about products' content. New regulatory issues are also being assimilated by the different sectors.

Additionally, this report helps to understand how to position products with ethical claims, examine solid examples of products addressing brands' corporate social responsibility and to capitalize on consumers' tendency to value products that make ethical claims more highly.
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Note: Product cover images may vary from those shown
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FEATURED COMPANIES

  • Amazon
  • ChariTea
  • Karma Kola
  • Lemonaid
  • Marlboro
  • McDonald's
  • MORE
Table of Contents
1. Trend snapshot
2. What?
3. Why?
4. Who?
5. How?
6. What next?
7. Appendix
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  • Amazon
  • ChariTea
  • Karma Kola
  • Lemonaid
  • Marlboro
  • McDonald's
  • Nestle
  • PepsiCo
  • Procter & Gamble
  • Unilever
Note: Product cover images may vary from those shown
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Note: Product cover images may vary from those shown
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