Dear Skeptics: Ethical Purchasing Requires Ethical Marketers

How to help people make better choices

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Ethical consumerism—the practice of buying products based on how they are made and how harmful they are to the environment or society—is having its moment as people prioritize their connection to people and the planet. Brands that are authentically able to communicate their values and efforts in sustainability are able to capture these customers, creating brand loyalty and attracting those who are prioritizing similar values.