Aveda case study: adapting to the changing developments in ethical consumerism

Publication Date	July 2008
Publisher	Datamonitor
Product Type	Report
Pages	10
ISBN Number	not applicable
Product Code	DAT12976

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£160.00
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Summary

Introduction

This report on Aveda forms part of Datamonitor's case studies series, which explores business practices across a variety of disciplines and business sectors. It examines the changing concept of ethical consumerism and how Aveda has been able to remain relevant in this evolving field.

Reasons to Purchase

Gain insight into the methods used by important industry players to give them a competitive edge
Identify specific areas for operational improvements
Capitalize on the knowledge of experienced companies when entering a new niche or market

Content

Datamonitor View
Catalyst
Summary
Analysis
Aveda Has Successfully Positioned Itself As An Ethical Brand
Ethical Consumerism Has Evolved
Skepticism Over Business And Corporations Has Created A Trust Void
Aveda Was Formed In 1978 And Has Adopted Many Sophisticated Ethical Concepts
Aveda Operates And Participates In A Number Of Schemes Designed To Promote Environmental Issues
Carrying Out Charity Work Has Helped Aveda Publicize Its Ethical Credentials
Aveda Shows Responsibility When Dealing With The Environmental Impact Of Its Business
Aveda's Product Line Relies On Natural Ingredients
Natural Ingredients Have Grown In Popularity
Aveda's Founder Continues Its Ethical Lines With Intelligent Nutrients
Being Open About Sourcing And Vocal On The Stories Behind Ingredients Helps Aveda Connect With Consumers
While Aveda Has Successfully Maintained Its Ethical Standing After A Takeover, It Does Not Rely Solely On Its Ethical Status To Sell Products
Ethical Credentials Have Been Maintained By Aveda After Its Acquisition By Estee Lauder
The Company Promotes The Tangible Benefits Of Its Products As Well As Their Ethical Standing
Appendix
- Case Study Series
- Methodology
- Secondary Sources
- Further Reading
- Ask The Analyst
- Datamonitor Consulting
- Disclaimer
List Of Figures
- Figure 1: Ethical Consumerism Has Become More Complex Over Time
- Figure 2: Aveda's Mission Statement Clearly Maps Out Its Ethical Credentials
- Figure 3: The Earth Month Campaign Has Been Successful For Aveda In The Last 20 Years
- Figure 4: Aveda Sources Ingredients
- Figure 5: Aveda Provides Product Ranges Designed To Cater For Several Different Types Of Hair