Displaying good ‘brand ethics’ is no longer enough for consumers

A new study by the University of Portsmouth in the UK, published in the academic journal Psychology & Marketing, provides answers and lays the groundwork for businesses to better connect with their audiences. 

“Consumers today are becoming mindful of the impacts of their shopping activities on the local community and environment,” says Dr Kokho Sit from the university’s School of Strategy, Marketing and Innovation. 

“They don’t just want brands to merely abide by the rules; they want them to genuinely care beyond fulfilling legal responsibilities. But there’s been a lot of confusion in the marketing world about whether acting ethically is the same as acting morally. Our research shows they are not.” 

Brand care 

The study identified three main dimensions that define a brand’s moral behaviour. Firstly, ‘brand care’ is a concept that goes beyond compliance and rule-following. It encompasses demonstrating empathy, approachability, and a genuine concern for customers. 

According to the study, brand care is the most critical factor in building a moral image. Dr Sit explains: “Brand care is what truly sets a brand apart in the eyes of consumers. It’s the emotional connection, a sense the brand is looking out for their best interests.” 

Brand compliance 

The next dimension is ‘brand compliance’. While this aspect overlaps with traditional brand ethics, it’s about more than just following laws. Brand compliance shows that a company respects society’s norms and expectations.  

“Compliance is a logical starting point for consumers to judge a brand’s behaviour. But consumers see compliance as the bare minimum. It’s not enough to win their hearts; brands need to go further,” Dr Sit explains. 

Brand competency 

Finally, ‘brand competency’ is a dimension that captures a brand’s ability to meet its promises, especially those tied to moral actions like environmental sustainability or fair labour practices.  

“Consumers want to know that brands aren’t just making empty promises. They expect results. If a brand says it will reduce its carbon footprint, it better have the capacity to deliver,” Dr Sit states. 

Brand morality and cultures 

The study also highlights how consumers from different cultures interpret brand morality differently. While consumers might value brand care, compliance, and competency equally on a cognitive level, their advocacy behaviours and purchasing decisions can vary significantly from country to country. 

For example, the study found that Chinese consumers, with a strong collectivist culture, put more importance on brand compliance because of past experiences with companies producing harmful products. They want to see concrete evidence of rule-following.  

On the other hand, consumers in Western countries with a strong individualistic culture were more likely to focus on brand care and emotional connection. 

According to the university, this research offers brands a first-of-its-kind roadmap for acting morally that resonates with modern consumers. The three dimensions of care, compliance, and competency provide a clear structure for building stronger brand-consumer relationships.