INTEGRATING ETHICS INTO YOUR BRAND: How The Body Shop conveys its values to customers

The terms ethics and business have not always been synonymous, but the last decade has shown a growing trend for both eco-conscious and ethic-conscious business practices. As businesses embrace an era of ethic-conscious behaviour, it is increasingly important to integrate ethics into your core business strategy. But what does a brand with an ethical philosophy really look like? As organisations race to be at the forefront of an ethical and conscientious business era, marketers must also learn how to incorporate these messages into their branding strategy.

There are not many brands with the ability to say that they are truly a brand of ethical principals. In Asia, and across the globe, The Body Shop is one such company that can honestly label itself as ethic-conscious. As a senior marketing professional with 10 years of marketing experience under her belt, Jane Hoban, Marketing Director Asia Pacific at The Body Shop, will share her thoughts on the current state of integrating ethics into the Asian market and discuss how The Body Shop has been an agent of change within the retail industry and a shining example to all industries.
In an interactive presentation, Hoban will discuss:
* The Body Shop philosophy on ethics and the relevance to Asian consumers;
* How to convey your philosophy to customers and embed values into your business; and
* How to manage reputation risk across the diversity of Asia.

With over 10 years marketing experience, Jane started her career with Unilever Australia in their food and beverage division holding a variety of roles from Brand Marketing to Category Management. Jane then worked for the Coca-Cola Company in both Australia and Singapore as a Brand Manager on the Coca-Cola brand before joining The Body Shop in 2002. A mother of two, Jane is passionate about the values of company and believes strongly in The Body Shop DNA of giving back to the communities in which you operate.

Marketing magazine is thankful for the generous support of Robert Walters. Robert Walters is one of the world’s leading specialist professional recruitment consultancies with a network of offices spanning Singapore, the United Kingdom, Ireland, Continental Europe, South Africa, United States, Australasia and Asia. Robert Walters focuses on permanent, contract and interim recruitment across all industry sectors and at all levels of seniority. They manage the careers of the highest calibre candidates in the fields of human resources, accounting, finance, banking, information technology, legal, sales and marketing, operations and general management. Their client base comprises leading blue-chip multinational corporations and major financial service organisations through to SMEs and local businesses. For further information about Robert Walters, please visit their website.