Citizen Brands
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4.7 Citizen Brands
An increasing distrust in large
multinational corporations will lead to a
trend for the creation and emergence of
“citizen brands” (Raymond, M, 2003,
P21); brands who are ethically responsible
in all areas of their trading and who are
open, honest and trusted. Consumers
desire more social responsibility across all
areas of their lives and this provides the
central idea for the predicted “save our
society” trend by Faith Popcorn that
highlights how recycling has already
become an important part of our lives and
considers what is next (Popcorn, F, 1996,
P312). In 2003 it was reported that 50% of
consumers agreed with the statement “you
can’t trust large multi-nationals
nowadays” (Raymond, M, 2003, P7) and it
is suggested that a key objective for
marketers should be to make their
company think, act and look smaller
(Popcorn, F, 1996, P305). This may
involve appealing to a consumer’s
individual needs by personalising the
service provided to them. It is also
predicted that in the future, brands will be
expected to offer solutions and services,
not simply products (Green, J, 2012) and
these ideals can be manipulated to focus
around ethical values and causes.
The full extent of ‘citizen brands’ may be
that ‘trustmarks’ are created and brands
must hold one in order to be able to trade.
These brands will be judged by consumers
and a league table created to show the
most successfully ethical brands
(Raymond, M, 2003, P24). Whilst this
prediction may not be realised within the
near future, it is important for Waterstones
to begin assessing the importance of their
ethics and whether they should adjust their
current values and methods of business.
This will then ensure the brand is trusted
by consumers if these changes are made
and may also provide them with an
advantage over competitors such as
Amazon, whose consumer loyalty has
been affected by recent scandals (see
section 7.1). To ensure consumers are
aware of these values, Raymond suggests
the release of a “360 degree report” on an
annual basis to reassure consumers that all
business practices are ethical (Raymond,
M, 2003, P236).