Introduction
The article Ethical Consumerism Is Not Dead, It Just Needs Better Marketing by Julie Irwin explains how consumers can change the world through ethical purchasing habits. He explains that people should not stop promoting ethical consumerism because this field has not been explored properly (Irwin 121). Irwin believes that ethical consumerism is a deliberate action by consumers to change the world by contributing money to worthy courses. He argues that people have not refused to buy products that promote the corporate social responsibility programs of companies. However, the poor marketing strategies employed by companies make ethical consumerism a novel practice (Irwin 126). He argues that marketers have not explored this field adequately, and that is why there is a poor response from consumers. Therefore, he argues that marketers should nudge consumers to promote ethical consumerism.
Relationships between the Article and Class Topic
Ethics are important in business because they shape the customers’ perception and attitude towards a company. This article reflects the concepts of corporate social responsibility, business ethics, and consumer behavior discussed in class. In addition, it explores marketing strategies that modern investors use to promote the popularity of their businesses and make profits (Irwin 122). The class topics studied the impacts of business ethics on the success of a company and how it can be shaped to attract and retain customers. This article reflects various approaches used by marketers to attract consumers and ensure they help companies to achieve their corporate social responsibility objectives.
Article Relevance
Julie Irwin’s article is important, especially in today’s world where companies struggle to compete and win the hearts of consumers. The author explains various views held by different people regarding the success and failure of ethical consumerism. Readers get insights into the factors that influence consumer decisions. Irwin believes that most people are hopeless about the success and future of ethical consumerism. The article helps readers and students pursuing business courses to understand that ethical consumerism is a noble course, but the poor marketing strategies used to promote it are responsible for its unpopularity (Irwin 124). Irwin makes comparisons between the buying behavior of consumers and marketing strategies and their impacts on ethical consumerism. Readers understand how consumers ignore their responsibilities of promoting ethical consumerism because nobody is there to influence their buying behavior. In addition, it is evident that marketers do not nudge consumers to promote ethical consumerism and the latter have little or no interest in doing so if nobody influences them. Lastly, the article gives hope to readers and explains that the absence of robust ethical consumerism behavior does not mean that this practice is dead (Irwin 127). Therefore, marketers should invest in research and identify effective ways of promoting ethical consumerism.
Effects on My Thoughts about Ethical Values and Behavior
The article explains that ethical consumerism is not dead, but its silence worries people and makes them think that it is an ineffective way of promoting the public’s participation in community development. In addition, the author helps me to understand that consumers are never attracted by ethical considerations when buying products. Most of them consider other aspects that influence their purchasing habits. The article helps me to understand that politics has a significant influence on consumers’ behavior. Low prices and discounts play minor roles in influencing the decisions of consumers. Therefore, ethical consumerism becomes a major challenge because marketers have neither explored nor given adequate attention to this aspect. I believe that it is possible to promote ethical consumerism through proper marketing to influence consumers’ behavior.
Works Cited
Irwin, Julie. “Ethical Consumerism Is Not Dead, It Just Needs Better Marketing.” Harvard Business Review. 2015: 121-127. Web.