Ethical Consumerism

How much do people know about ethical consumerism? How do they react to the words 'carbon footprint', 'sustainable farming' or 'Fair Trade'? And how many people consider themselves ethical consumers at all? Three months and 14 people's video diaries later, we had some answers.

The footage shed light on the many different interpretations of the subject and people's attitudes and opinions towards it. There was some confusion, lots of enthusiasm and many interesting (and often questionable!) stances. Play the video opposite for a brief look at what we found.

If you want to find out what this might mean for your business click here.