Understanding 'Brands with a conscience'

We are living in a world overwhelmed by brands and the appeals to consumerism. The more the better. However, a new movement is developing aimed at promoting responsible consumer behavior and healthy investment. A couple of weeks ago, I've read a very interesting book introducing Brands with a conscience. It introduces famous brands - such as Adidas or Dr. Hauschka or H&M - which decided that success must be based on an ethical set of values. The authors, Sandra Horlings and Nicholas Ind, made me the honor of an interview about the topic of their book and the challenges faced by brands in the next decade. Here are the answers of my questions - sent and answered via email.
Brands With A Conscience is available to purchase from Kogan Page RRP for £19.99. Get 20% off by using discount code BMKBB20 at the checkout.

What is the biggest challenge for big brands in the next decade? 

The overall challenge for brands in general is to stay relevant. At this moment in time a major societal challenge in society (and thus for brands) is the trend of sharing information that is not necessarily ‘true’: not ‘true’ in the sense that the rational measurements and comparisons don’t apply any more. And the way facts are presented has become rather subjective. Which feeds distrust and insecurity. Brands have a way of framing ideas and facts in an emotional way, which gives them the opportunity to reach and activate large groups of people. And Brands with a Conscience take this responsibility serious. These brands are aware of their role and impact in the world and live up to this responsibility in a positive, solutions based way. 

What future do small and new brands have in the current marketing context? 

Larger brands may have been more experienced in following the signs of the time. However, the same principles apply for large, small and new brands. We believe brands that are built inside-out; that have clarity of purpose and live that through in strong principles, are best fit to stay relevant. At Medinge, we look at brands from a broad perspective; as a means of interacting with all stakeholders in a marketing context as well as a societal (employment, good neighbourship) and financial context. 

What do they need to do in order to answer the sophisticated needs of their current and potential customers? 

Brands with a Conscience follow their own principles and actively share their ideas with stakeholders. Since they are actively aware of their role and impact, they are also open and receptive to the ideas of others. They listen, respond to suggestions made by specific stakeholders and also promote a way of living that they believe can make better the world better. 

Will 'brands with a conscience' become a trend? Why and how can the examples you mention in the book be emulated, without a significant financial loss? 

Since 2004 when we started to recognise Brands with a Conscience, it has been our belief that brands that engage with consumers and other stakeholders in a conscientious way can be a force for good. In the book the majority of cases show that there is financial gain in acting in a conscientious way. And there are multiple surveys available that are mentioned that show the Brands with a Conscience can be, and are, financially succesful. In our view it is not a trend, although there is a growing interest in a more responsible way of doing business - that may be explained by the growing evidence that business originating in the post industrial era comes at a cost for both planet and people. 

How can brands keep their social relevance in time of financial crisis and turmoil? 

Being principles driven, acting human and humane, including all stakeholders: constantly interacting with people in and around the brand to educate and cultivate conscious leaders and followers. 

What are, in your opinion, the most successful 'brands with conscience' in the European market, and why? 

We’d prefer to define successful here as adding to the betterment of society. In our book we have made a selection of leading Brands with a Conscience originating in a diverse range of businesses: such as chocolate brand Tony’s Chocolonely, Dr Hauschka, Cosentino, adidas, French concept store Merci and Handelsbanken. There are more brands with a Conscience. They come from all over the world. All these are brands with a massive transformative purpose and strong leaders, that live clear, actionable principles. 

A visit in the world of Dr. Hauschka

my samples

The collaboration with Dr. Hauschka was one of the simplest in my short experience as a blogger. I applied on the website for some samples and the package arrived at my door a couple of weeks later. The package included samples of: a handcream - that is really addictive, as it solves all my problems caused by the long winter -, a face rosecream - very good influence on my skin, even though at the first sight it looks fattier that I am used to in terms of creams, a body Arnica oil - the smell may be discouraging but it makes the body looks like silk - and a lavender body moisturing.

Arnica Oil is recommended for anyone that like the relaxation feeling after hours of intensive training or sauna. It has also jojoba oil and some lemon accents. It is fresh and brings the necessary hydration to a tired skin. The same contribution is brought by the rose cream, that makes the face looks fresh and happy. 

The only think that discouraged me was the unusual smell for me, but in fact it is a guarantee that the products used are natural and do not have additives and other perfumes that may attract you with something else than quality. 

The products distributed by Dr. Hauschka cover many categories: cleaning milks, daily care - eye, face, lips - night products - especially creams, but also products recommended for intensive care, regeneration and weekly treatment, masks, after sun lotions, hair care as well as makeup. Both men and women can benefit of the advantages of using the products

No skin types

Dr. Hauschka is an appreciated brand situated in the South of Germany, close to the sources of natural wellness of the Jura area. It is present all over the German space - in Austria and Switzerland - but appreciated over the world. Recently, my friends from London asked me to find out for them some products for various types of sensitive skin. However, the products are not designed for specific types of skin, the main aim of the product is to reestablish the harmony between the skin and the rest of the body. Each product is based on natural products, from controlled areas. The process of production is over viewed by doctors and specialists.   

The company was created initially in 1935 by Dr. Rudolf Hauschka, a Viennaise chemist passionate about anthroposophy. Haunted by the national-socialists, he delayed the establishment of the business till late at the beginning of the 1960s, when he was able to set up his idea together with his future wife, Elisabeth Sigmund, an expert in cosmetics. The first products were launched in 1967.