To be or not to be a relevant, sustainable and profitable brand Johan Anselmsson

Background CSR, Sustainability and ethics are becoming more and more common as a branding strategy. I have learnt that some brand managers are questioning how far one should go with sustainability in branding. Does it sell? Do customers and media buy our sustainable branding strategy? What if not?

CSR and ethical issues that concern brands? Giving false marketing claims; Sustainability Giving false marketing claims; Being Swedish Known for heavy taxation planning Known for moving questionable production in less visible parts of the corporation Known for moving production to countries with less strict workforce laws Known for moving production to countries with less strict environmental laws Known for giving incorrect product declaration

Which of the following issues are unethical Which of the following issues are unethical? (Sample 800 Swedish consumers Dec 2017)?

Would this impact your purchase decision negatively Would this impact your purchase decision negatively? (Sample 800 Swedish consumers Dec 2017)?

What brands are not perceived as trustworthy on these issues What brands are not perceived as trustworthy on these issues? (Sample 800 Swedish consumers May 2018)? We find half of them among the most sustainable brands. My interpretation is perhaps not that these brands are worse than others. The problem is that they are saying it so often that you get suspicious.

The brand value chain What the company does: Production HR Global strategy Tax payment Communication Etc. Trustworthy

Questions? If only 10% buy on basis of sustainability, at the same time these 10% are the most well informed. Women are more into ethics and CSR Taxation planning is not illegal, but can you claim that you are socially responsible and at the same time try to minimise tax in any possible way?

I do not have time for questions now but send me an e-mail or find me during the break. Thank You! johan.anselmsson@fek.lu.se