The growth of “ethical consumerism” has brought many changes to the world of marketing as the public becomes ever more conscious of the potential effects of issues such as climate change, but despite the new opportunities offered by responsible marketing, the old principles still apply.

Business in the Community promotes five marketplace responsibility principles. These are demonstrating respect for customers; managing the impact of products or services; actively discouraging product misuse; supporting vulnerable customers; and seeking potential customers within excluded groups.