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Past, present and future of conscientious brands
Iglesias, Oriol Ind, Nicholas Tjandra, Nathalia C. Feri, Alessandro
Guzman, Francisco Lee, Zoe
Iglesias, Oriol
Ind, Nicholas
Tjandra, Nathalia C.
Guzman, Francisco
Lee, Zoe
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Abstract
This editorial first looks to the past to review the origins of the construct of conscientious brands, which was launched in a 2011 Special Issue of the Journal of Brand Management. Then, it presents the evolution of the construct, which leads us to the eight papers in this Special Issue which both deepen and extend the understanding of conscientious brands. Building on the inspiration of the papers, we look to the future and posit the issues that research should focus on in exploring how conscientious brands can promote systemic transformative change through stakeholder co-creation networks.
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Date
2025
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Keywords
Conscientious brands, Transformative purpose, Systemic change, Co-creation
Citation
Iglesias, Oriol, Nicholas Ind, Nathalia C. Tjandra, Alessandro Feri, Francisco Guzman, and Zoe Lee. “Past, Present and Future of Conscientious Brands.” Journal of Brand Management 32 (6): 477–83. 2025.
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Attribution 4.0 International