Focus on ’ethical consumer’, PR is told by research

PR agencies should talk more to pressure groups and target campaigns at the ’ethical consumer’, a new survey claims.

PR agencies should talk more to pressure groups and target

campaigns at the ’ethical consumer’, a new survey claims.



’The 21st Century Citizen’, produced by the Management Consultancies

Association (MCA), defines an ethical consumer as one prepared to

boycott a firm’s products if they are unhappy about the company’s

production methods.



The survey found that while only half of those questioned had boycotted

a company in the past, 76 per cent would do so now. Sarah Taylor, the

MCA’s external relations director, played down the ability of PR alone

to prevent this.



’People have never been better informed and they won’t be fooled by a PR

campaign. PR has to be aware of pressure groups’ agendas as they have a

growing influence over people’s buying choices,’ she said.



Leader, p8.



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