Grapevine

Acting ethically is no longer enough: Brands need to 'care' about consumers

In an era where consumers expect more from brands, merely adhering to ethical guidelines is no longer sufficient, according to new research by the University of Portsmouth.

People now expect brands to act morally, demonstrating care, compliance with rules, and the competence to deliver on their promises. But what does it mean for a brand to act "morally," and how does that differ from acting "ethically"?

A new study, published in Psychology & Marketing, provides answers and lays the groundwork for businesses to better connect with their audiences.

While companies have long focused on ethical behaviors, the paper highlights a key gap in understanding what it means for brands to act morally. To truly win the hearts and wallets of today's consumers, brands need to go further by showing they genuinely care about their customers and local communities, comply with societal norms, and have the competence to back up their promises. Acting ethically is no longer enough.

Researchers developed a "brand morality (BM) scale"; a tool to measure how consumers judge a brand's moral behavior. They conducted 12 in-depth interviews and three surveys with over 1,200 consumers across two national cultures (i.e., individualist and collectivist).