Ethical champion’s brand campaign welcomed

A major brand campaign by The Co-operative Group to promote its ethical approach has received a warm welcome from Two Tomorrows, who are The Co-operative’s ethical auditors.

With the launch of its high-profile £70m campaign, The Co-operative is asserting its ethical values and achievements to a British public disillusioned about recent corporate responsibility failures.

Mark Line, executive chairman of Two Tomorrows, comments: “This campaign represents a watershed in ethical business. The Co-operative is clearly looking to communicate the significance of its long-held beliefs and values. It has always been driving the ethical agenda, and while some commentators might imagine sustainability should take a back seat while the country struggles with economic turmoil, The Co-operative is demonstrating that sustainability is the key to moving business forward. This campaign is hugely significant.”

More about The Co-operative's new ad campaign on its website