It’s easier to market ethically when starting a business from scratch, but any business new or old can put ethics at the heart of what they do. That’s one of the key findings Chris and Jen discovered when they started helping businesses with ethical marketing.
Chris Thornhill and Jen Bayford formed Growth Animals to help business grow their bottom-line and their impact. But ethics isn’t something that can be added in later – it relies on a company culture that’s far easier to instil at the beginning than to change later.
That doesn’t mean that legacy businesses can’t take a new ethical stance, but they often face challenges around authenticity, and avoiding “greenhushing” (or the perception that a company might be greenwashing).
Some things to consider
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