The Top Five Trends in Ethical Labels

Eight megatrends through the lens of ethical labels

Healthy Living

Ethical claims are overshadowed by health claims on food and drinks, as healthy lifestyle habits become a normal way of life, with concerns over obesity, food sensitivity, and food-related diseases rising.

Connected Consumers

Consumers are turning to technology to address confusion whilst shopping, particularly when products are saturated with health and ethical claims.

Middle Class Retreat

As the middle classes in developed markets struggle to maintain their economic position, consumers may start to downplay “nice to have” values, such as ethics, in favour of “need to have” values, such as price and taste.

Shopping Reinvented

As e-commerce grows, engaging consumers via internet platforms will be important. Ethical positioning will need to go beyond front-of-pack marketing and be incorporated into the consumer shopping journey pre- and post-purchase.

Shifting Market Frontiers

Ethical consumerism is in its infancy, even within developed markets, but shifting market frontiers will offer further potential for growth, particularly in emerging markets.

Ethical Living

Among consumers and businesses, increasing attention is being paid to ethics and moral values. However, when it comes to shopping behaviour, ethics still does not top the list.

Premiumisation

Ethical values are becoming an important element of premium brands as consumers at all income levels communicate their personal values through their spending.

Experience More

The meaning of “sustainability” is changing to incorporate the consumer desire to experience more. Choosing the right mix of claims on products will be important in addressing the demand for authenticity.