We know the phrases well. Fair-trade coffee, clean coal and now ethical oil. The bright marketing minds, looking to recast the image of a product, have spent a lot of time to bring these new terms to the public lexicon.
“Strategically, the use of ethical distinctions attempt[s] to [persuade] customers to do business with you rather than competitors,” Mike Mulvey, an associate marketing professor at the University of Ottawa’s Tefler School of Management, told The Huffington Post Canada in an e-mail.
Here are some of the more memorable terms that were coined in recent history: