4.7 Citizen Brands An increasing distrust in large multinational corporations will lead to a trend for the creation and emergence of “citizen brands” (Raymond, M, 2003, P21); brands who are ethically responsible in all areas of their trading and who are open, honest and trusted. Consumers desire more social responsibility across all areas of their lives and this provides the central idea for the predicted “save our society” trend by Faith Popcorn that highlights how recycling has already become an important part of our lives and considers what is next (Popcorn, F, 1996, P312). In 2003 it was reported that 50% of consumers agreed with the statement “you can’t trust large multi-nationals nowadays” (Raymond, M, 2003, P7) and it is suggested that a key objective for marketers should be to make their company think, act and look smaller (Popcorn, F, 1996, P305). This may involve appealing to a consumer’s individual needs by personalising the service provided to them. It is also predicted that in the future, brands will be expected to offer solutions and services, not simply products (Green, J, 2012) and these ideals can be manipulated to focus around ethical values and causes.
The full extent of ‘citizen brands’ may be that ‘trustmarks’ are created and brands must hold one in order to be able to trade. These brands will be judged by consumers and a league table created to show the most successfully ethical brands (Raymond, M, 2003, P24). Whilst this prediction may not be realised within the near future, it is important for Waterstones to begin assessing the importance of their ethics and whether they should adjust their current values and methods of business. This will then ensure the brand is trusted by consumers if these changes are made and may also provide them with an advantage over competitors such as Amazon, whose consumer loyalty has been affected by recent scandals (see section 7.1). To ensure consumers are aware of these values, Raymond suggests the release of a “360 degree report” on an annual basis to reassure consumers that all business practices are ethical (Raymond, M, 2003, P236).