ABSTRACT
This chapter outlines how the results of 30-country research with consumers, employees, and shareholders supported the elements of the business case "for doing the right thing" that many in the room had successfully made in their companies. It shows the increase between 2002 and 2007 in the size of "ethical consumer" segment across G7 countries. The chapter suggests that consumer segment was already at levels that they would be picking up in their own market research, a number of chief executives in the audience nodded affirmatively. GlobeScan has been tracking the growth of the ethical consumer over the last decade-and-a-half across both industrialized and emerging economies, just as it tracked the so-called "green consumer" in the early part of the 1990s in North America. The green consumer movement of 1988-92 transformed the consumer marketplace for a few years in Europe and North America.
