Consumers ‘ignorant’ of multinational names behind ethical brands | Environment | guardian.co.uk.A bar of Green and Black’s chocolate. Few people were aware its parent company is Kraft. Photograph: Graeme Robertson
Most consumers are ignorant of the multinational parent companies behind so-called ethical brands such as Rachel’s Organic, Seeds of Change and Green & Black’s, according to a survey due to be published this week by the consumer organisation Which?.
Three-quarters of the people questioned also believe companies should be clear about ownership on the brand’s packaging, but the survey, to published on Thursday, reveals that corporate parents often keep quiet about their ethical offspring.
Of the 2,110 Which? members surveyed, between 74% (for Green & Black’s) and 96% (for Copella) were unaware of the big names behind 10 popular ethical brands. And, once they found out, of those whose opinion changed, more had a negative reaction than a positive one. “Consumers are being misled,” said one respondent while another commented: “I feel conned.”