Medinge Group has been working with the idea of brands with a conscience since 2005, and in 2021, we initiated an international series of research studies looking at how conscience is understood by consumers, experts, marketing consultants and, in this study, business managers. This PDF, Brands with a Conscience: a Research Study into How Business Can
I was fascinated to read a New Zealand Herald story on the Māori (the native people of New Zealand, or Aotearoa) asset base, though it wasn’t the financial part that hit me. What was more significant were the principles behind Māori businesses. About 15 years ago, when chatting to a woman representing a Māori winery,
What is a conscientious brand? This article explores the key features of a conscientious brand and the implications for brand management.
This article is directed to brand managers interested in building models for sustainable development and conscientious consumerism. The article is a version of a paper published in the Journal of Brand Management (2011).
For many, CSR has been seen as a sticking plaster that could heal a company's reputation and improve its appeal. How can we make CSR a core idea inside companies?
The Medinge Group, an international think-tank on branding and business, today releases its seventh annual Brands with a Conscience list.