Demanding customers favor ethical brands
As member of an international think tank on Branding Sandra has been exploring the concept behind Brands with a Conscience. Understanding the reason behind ethical, fair, sustainable, human brands and learning from brands already applying this in their actions and interactions. Most of them being purpose led and principles driven. In the book Brands with a Conscience that was first published in 2016, we show how brands can behave ethically and achieve impressive business succ