Many ethical-sounding brands are owned by large companies, but our research shows that the parent’s name is rarely displayed on products from these ethical brands.
We surveyed 2,110 Which? members about 10 popular ethical brands, and they knew only about one in 10 of the brand owners. When we told them the parent companies, there was a mixed reaction. Some didn’t mind, but others felt ‘conned’ or ‘tricked’. One member said: ‘I feel consumers are being misled’.
People feel differently towards ethical brands than they feel about the parent companies. In our poll, 71% associated Seeds of Change chocolate with environmental responsibility – in comparison with only 15% for its parent company, Mars.