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).