Mistrust of brands

According to a recent article in Business.dk by Beile Grünbaum, companies can no longer polish their images by using the ethical production argument.

The article is based upon a recent Gallup poll and it states that Danish consumers are increasingly sceptical of companies who market themselves based upon their ethical production of goods in developing countries.

"We are seeing the indirect consequences of, how widespread ecological production and fair trade have become. There are now so many marketing statements made that consumers can no longer determine what is truly happening," explains CBS Professor and Associate Dean of the Executive MBA Programme Mogens Bjerre.

Mogens Bjerre adds that consumers are simply tired of hearing how their goods have been produced.