Ju Barbagallo

‘How might we implement ethical brand strategy within the constraints of commercialism?’

Commercial pressures, such as the prioritisation of profit and KPIs, limit the capacity for ethical brand strategies to be implemented. In particular, clear and true brand transparency is often avoided in an attempt to make brands be perceived more positively. Moreover, the lack of appropriate ethical branding resources made available to designers is severely disappointing.

This project aims to develop a framework for designers to identify and implement ethical strategies despite commercial pressures. This theory is then applied to existing cosmetic brands in order to test the extent of success in the eyes of relevant consumers.

Key Insights:

• Consumers prefer brands that are transparent about their policies, even when the policies do not always align with their own.

• Sustainability is valued beyond recycling by consumers. Brands that offer re-usable and re-fillable products are seen more positively.

• The ease of access to information is heavily appreciated. Brands that prioritise clear and accessible information are more likely to be trusted.

• Accessible considerations are often appreciated and lead to positive brand perception.