"Customers want good value, but they care more than ever how food and clothing products are made"
About this Quote
Stuart Rose distills a shift in consumer priorities that he helped catalyze as head of Marks & Spencer. People still want a fair price and dependable quality, but the definition of value has expanded to include provenance, ethics, and environmental impact. How something is made has moved from backroom detail to frontline differentiator. Food and fashion used to be judged largely on taste, look, and cost; now they are judged on whether the cotton is fair trade, the palm oil is sustainable, the animals were treated humanely, the workers paid fairly, and the carbon footprint is credible.
The context is the globalization of supply chains and the explosion of transparency. Social media, investigative journalism, and smartphones have turned distant factories and farms into visible neighbors. Disasters like Rana Plaza and scandals around mislabeling and waste taught shoppers that low prices can carry hidden costs. Younger consumers, especially, treat purchases as expressions of identity and ethics. They are willing to reward brands that align with their values and punish those that cut corners or greenwash.
Rose bet early that doing right could be good business. M&Ss Plan A made sustainability and traceability part of the core offer rather than a charitable add-on. The logic is commercial: trust reduces risk, justifies premium positioning, and builds loyalty. It also reframes efficiency; reducing waste, energy use, and returns improves margins while shrinking environmental harm.
The claim that customers care more than ever is also a warning. Declaring virtue is not enough. Proof beats posture. Certifications, auditable supply chains, QR codes that reveal origins, and clear accountability matter. Value now has a moral dimension, and companies that integrate ethics into design, sourcing, and storytelling compete on more than price. Those that ignore how products are made discover that the low-cost option can be the most expensive to reputation.
The context is the globalization of supply chains and the explosion of transparency. Social media, investigative journalism, and smartphones have turned distant factories and farms into visible neighbors. Disasters like Rana Plaza and scandals around mislabeling and waste taught shoppers that low prices can carry hidden costs. Younger consumers, especially, treat purchases as expressions of identity and ethics. They are willing to reward brands that align with their values and punish those that cut corners or greenwash.
Rose bet early that doing right could be good business. M&Ss Plan A made sustainability and traceability part of the core offer rather than a charitable add-on. The logic is commercial: trust reduces risk, justifies premium positioning, and builds loyalty. It also reframes efficiency; reducing waste, energy use, and returns improves margins while shrinking environmental harm.
The claim that customers care more than ever is also a warning. Declaring virtue is not enough. Proof beats posture. Certifications, auditable supply chains, QR codes that reveal origins, and clear accountability matter. Value now has a moral dimension, and companies that integrate ethics into design, sourcing, and storytelling compete on more than price. Those that ignore how products are made discover that the low-cost option can be the most expensive to reputation.
Quote Details
| Topic | Marketing |
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