Episode 79: Taking a stand vs. virtue signaling: How to make the right decision for your brand Mintel Little Conversation

In this episode of Little Conversation, host Edward Bergen is joined by experts in food and drink, beauty and personal care, and DE&I for an honest discussion about whether or not brands should take a stand concerning ethical, environmental, political and/or social justice issues. The data makes for a compelling case: nearly two-thirds of consumers say they prefer to be associated with brands that align with their values. But how consumers behave tells a different story, one where convenience, price and the product delivering on its promise are most important. So, when - and how - will a brand find success moving beyond the role of providing goods for money and taking a stand for a worthy cause? Are certain industries and audiences more receptive to brand ethics and social responsibility? How thin is the line between brand ethos and marketing campaign? And when do virtue signalling and cancel culture bring it all crashing down? Listen now to find out.


Host: Edward Bergen, Consultant, Mintel.
Guests: Sarah Jindal, Associate Director, Mintel Beauty and Personal Care.
Jonny Forsyth, Associate Director, Mintel Food and Drink.
Adiat Baker, Global Diversity Manager, Mintel.